Brainstorming as a technique to improve business outcomes

General Business

Jun 3

Creative Problem Solving

Two years in a row I attended the Creative Education Foundation’s annual Creative Problem Solving Institute (CPSI) conference. Claimed to be the world’s longest running creativity conference, CPSI is grounded in the origins of brainstorming and holds the keys to the evolution of the Creative Problem Solving Process, first modeled by Sidney J. Parnes and Alex F. Osborn.

The week-long event was like homecoming to me. I participated in workshops, exercises and brainstorming activities that were new to me as I enjoyed meeting academics, creatives and facilitators all engrossed in exploring creativity. One of the sessions I attended was about the Creative Problem Solving Process and its six steps. I remember thinking, “Isn’t it funny that they came up with a process to explain creativity.”

Since I’d been naturally creative my whole life, I thought everyone was. But I realized that we all have different strengths and we each address creativity differently. So I guess it’s good that there’s a science to help anyone solve challenges using a well-defined creative process.

Brainstorming

Brainstorming is just one of the parts of Osborn-Parnes’ Creative Problem Solving Process, originally explored in Applied Imagination: Principles and Procedures of Creative Problem-Solving by Alex Osborn. In this PappyClub snack-size workshop, I have laid out a 10-step brainstorming process (and companion worksheet) that I created specifically for solopreneurs.

Use this process for when you are facing a business challenge or need to refresh something in your business. Whether it’s the way you approach your marketing and sales or if you want to add a new revenue stream to your business, this brainstorming process will allow you to open your mind to new perspectives, ideas and action plans. The best part is you can do this on your own, however, doing the process in a group setting can offer even more insights.

This is a video recording of an Open House Live Brainstorming Session I did on August 27th, 2020, walking participants and Members through the Solopreneur Brainstorming Process.

You have help you can’t see

Yes, you can get breakthrough ideas that come about through brainstorming and exploration with others, however, studies have shown that individual brainstorming produces higher quality ideas. We are creative beings and have access to inspiration at multiple levels: seen and unseen. Our brains are still quite mysterious in how they work creatively and our imagination on its own is limitless. The exercise we need to practice is allowing our thinking to expand beyond our conditioning, beliefs and stories. Those are the obstacles that limit us. Because of this, I designed this solopreneur brainstorming process to be powerful when done by yourself. I assert that brainstorming with others offers catalysts to what you don’t want more than ideas that attract. So if someone in your brainstorming session offers an idea that just doesn’t resonate with you, it helps you reach for more clarity around what you do want. When you brainstorm on your own, you’re only receiving inspiration based on your desires, likes and dislikes. The filtration is already happening because you’re producing the imagining based on your preferences.

During the process, allow yourself to be silly, open and free from normal limited thinking—this allows the magic to occur during a brainstorming session. Trust that the more open and receptive you are, the more inspired thoughts will come into your mind. Write them down. Don’t dismiss them, no matter how outlandish they may seem. When you imagine, you open the doorway to your higher self and inspired thought streams. Things you’ve been unconsciously asking for are awaiting you to be open and let flow into your mind. Give it a try and see what happens. 😊

Solopreneur Brainstorming Process

These are best done with a journal or use the worksheet. To prime the pump, if you add meditation to this process, during meditation, ideas will flow into your mind as you imagine and remain open. Some of these steps have been inspired by the Osborn-Parnes Creative Problem Solving Process as well as popular brainstorming techniques. Brainstorming is a divergent exercise, meaning you allow yourself to expand and imagine anything. Even going beyond the realm of possibility (which is typically rooted in your belief system). The process is best done in order, as each step builds on the prior. You can also do these steps over a few days, or even weeks, giving your thoughts time to “ferment” and bring in even more interesting aspects.

Click image to download the worksheet.

Capture the essence of the result you want. Be as detailed and specific as possible as sometimes we over-generalize our desire, making it even more difficult to envision the pathway to attaining that result.
Explore why you want to achieve this result. What is really behind it? A fear? A desire? An insecurity? Examine the root thinking around the “why” of attaining the result. Get to the root cause of why you want the result.
Clarify exactly what it is you want to achieve in as specific detail as possible. You want to arrive at a clear statement, or request, so that your focus is clear and not muddy. Include in this desired state or condition how you will feel. Emotions are a very important part of this exercise.
Round 1: Brainstorm as many divergent ideas you have the energy for in one sitting. This is where you write down as many ideas as possible. Go until you hit a wall, then look back at what you have. Notice how you feel as you do this step. Don’t spend too long on this first round, as you want to capture initial ideas which are typically those that are top of mind.
As you review your initial brainstorming, make a list of the beliefs, stories and editorial commentary you have regarding each idea. For example, if you have an idea that seems out of reach, why does it seem out of reach? Explore how you limit (or don’t limit) your brainstorm ideas.
Round 2: Brainstorm again, (you can do this at a different time), but try to reduce the limiting thoughts and constrained thinking. You may be tempted to judge an idea because you start thinking about how you’ll implement it. This isn’t the time for implementation or “how to” thinking. This is brainstorming. Remember to be silly, open and as impractical as you can be with your ideas. This is the true value of divergent brainstorming. Notice how you’re feeling differently during round 2 brainstorming.
Round 3: Brainstorm again using creative techniques. Templates for each are included in your worksheet: writing, drawing, mind mapping, storyboarding, list making and visualization. These creative techniques help you paint the picture of what your life could look like when you’ve attained your desire and any aspects around getting there and how things would be for you as you experience that desired reality. The companion worksheet also has a how-to guide for each creative template.
Rest. Allow a little time to pass (a day or few days) after you’ve done this work. This is “fermenting time” and will allow you to receive more inspired ideas to flow into your mind. Once you open the door to possibility, you won’t want to close it until you’re ready to get into action. Allow more ideas to float around your mind and note any that capture your interest or make you feel really good.
Go back and review all of your notes, drawings, writing, or however you did your brainstorming. Highlight the ideas that are most attractive, and be careful not to “solve” or focus on the “how-to” of being in action just yet. Acknowledge which ideas are the most attractive to you and the ones that make you feel most excited and eager.
Of those “best” ideas, converge them into the three (or one, if it’s super strong and clear which idea you like best), and start building an action plan that you can easily implement. Remember that part of your implementation strategy can include outside resources other than yourself—you can even go through this same process as you brainstorm the how of accomplishing your outcome. This will lighten the burden of you doing everything yourself, which can discourage and weigh down the idea.

There are many other brainstorming methods, techniques and approaches you can find online. Give this a try on your own and see what comes up. Trust that you have the capacity to attract and create ideas that are exactly what will get you to your outcome, and that you will have everything you need to attain what you want. The most powerful part of this process is to notice how you limit yourself and to break through those limiting beliefs and stories. Enjoy the process and have fun with it. Creativity is accessible to anyone! ✍️