There are lots of different brainstorming techniques that can help you and your team move past mental blocks, break down complex problems, and discover unexpected solutions. But for brainstorming to be truly effective, it’s important to know how to choose the right technique.
In this article, we'll explore everything you need to know about brainstorming in the workplace. From the brainstorming definition and why this practice is so valuable, to the specific techniques that can boost creativity and collaboration, we'll cover the ins and outs of effective idea generation. We’ll also provide actionable tips to help make every session productive and engaging.
What is brainstorming, and why does it matter in the workplace?
Brainstorming is a creative thinking process used to generate ideas, solve problems, and explore new possibilities, originally developed by advertising executive Alex Osborn in the 1940s. It’s a technique that encourages people to think freely and share ideas, to create a flow of fresh concepts without immediate judgment or filtering. Brainstorming was designed to break down mental barriers and allow for a free exchange of ideas that might otherwise be stifled by criticism or hesitation.
In the workplace, brainstorming has a vital role. It doesn’t just generate ideas but also fosters team collaboration, encourages innovative thinking, and creates solutions from multiple perspectives. Teams often rely on brainstorming sessions to get a project off the ground, solve problems in a collaborative setting, or develop new products, marketing strategies, and processes—leading to more creative solutions than what might be achieved through individual effort.
The main challenges in brainstorming
Brainstorming, while invaluable, comes with several challenges that can disrupt the flow of ideas and affect creativity.
- Groupthink and dominant voices: Groupthink is when participants tend to agree with the dominant ideas to avoid conflict or seem agreeable, rather than sharing unique thoughts. This can lead to less original thinking, as participants may feel pressure to conform to what seems like the group consensus. Stronger personalities or dominant voices in the group may also unintentionally steer the session, overshadowing quieter members. When certain voices dominate, it limits the diversity of ideas and prevents potentially valuable perspectives from bubbling up.
- Idea overload vs. idea block: Finding the balance between too many ideas and none at all is a delicate task. Idea overload can happen when participants rapidly contribute thoughts without filtering or refining, making it hard to organize or focus on actionable solutions. Conversely, idea block occurs when participants struggle to generate new or unique ideas due to pressure, mental fatigue, or fear of judgment.
- Unstructured sessions: Without structure, brainstorming sessions can easily become aimless, leading to scattered ideas that don’t build toward a cohesive outcome. When discussions lack a clear direction or focus, participants may find it difficult to contribute meaningfully, leading to frustration and a lack of engagement.
- Pressure to have “the best idea:” The pressure to come up with a perfect idea can inhibit creativity, as participants may hesitate to share thoughts that feel less refined. This perfectionism can stifle brainstorming and lead to missed opportunities, as ideas that initially seem unpolished often have potential that can be developed further.
10 of the best brainstorming techniques
There are many powerful brainstorm techniques that can help teams unlock creativity, solve complex problems, and generate actionable ideas. Each method below includes a description, ideal scenarios for use, and any preparation or tools that can enhance the process.
1. Mind mapping
Mind mapping is a technique that visually organizes ideas by branching them from a central concept. You begin with a main topic in the center of the page, then add branches for related ideas, subtopics, and details. This visual structure helps see connections between ideas and sparks additional thoughts as branches expand.
Example: A marketing team brainstorming campaign ideas could start with “Product Launch” at the center, branching out into categories like “Target Audience,” “Message,” “Channels,” and “Budget,” then filling in ideas under each branch.
Best used for: Projects that require categorizing information, exploring related ideas, or expanding on complex topics. It’s especially helpful in creative fields, project planning, or product development.
Tools needed: Tools like markers and paper, whiteboards, or digital mind-mapping tools like Miro or MindMeister allow for flexible idea expansion.
2. Brainwriting
Brainwriting allows participants to jot down ideas individually before sharing, preventing influence from louder voices. Ideas can be written on paper or input digitally in rounds, allowing participants to build upon each other’s thoughts without verbal interruptions. This structure frequently results in more diverse and uninfluenced contributions.
Example: Imagine a product development team brainstorming features for a new mobile app. Each team member has a sheet where they write down three potential app features within five minutes. They then pass their sheet to the next person, who reads the ideas and adds three more.
Best used for: Sessions with team members who may be more reserved or when seeking a wide variety of ideas without dominant voices impacting the flow. Ideal for the early stages of ideation when maximum input is needed.
Tools needed: Paper and pens or digital platforms like Google Docs where team members can write simultaneously without seeing each other’s contributions initially.
3. Round-robin brainstorming
In round-robin brainstorming, participants share ideas in a set order, one at a time, until all have contributed. This turn-based structure ensures everyone gets a voice and avoids the common issue of certain personalities overshadowing others. Participants may pass their turn if they don’t have a new idea, keeping the flow orderly but inclusive.
Example: Suppose a marketing team is tasked with coming up with new social media campaign ideas for a product launch. Using the round-robin method, each team member in turn suggests one idea, such as “behind-the-scenes videos,” “user-generated content contests,” or “influencer collaborations.” They keep going until everyone has shared one idea.
Best used for: Teams where diverse perspectives are important and equal input is desired. Effective for creative brainstorming in structured settings.
Tools needed: A list or board to document each idea, so participants can build on each other's contributions.
4. 5 whys analysis
The 5 whys method digs deeper into the causes of an issue by repeatedly asking “Why?” about each answer, typically five times. This process reveals the root cause, uncovering underlying problems that might not be immediately visible. It’s commonly used in problem-solving or troubleshooting to create long-lasting solutions.
Example: To investigate poor customer feedback, a team might ask, “Why are customers dissatisfied?” and follow with “Why is service slow?” and so on, to find actionable solutions.
Best used for: Analyzing complex problems, particularly in operational settings, where uncovering root causes can help prevent recurring challenges.
Tools needed: Whiteboards or worksheets to document each “Why” question and response, creating a clear chain of cause and effect.
5. SWOT analysis
SWOT analysis breaks down ideas into four key categories—Strengths, Weaknesses, Opportunities, and Threats—providing a well-rounded perspective on the topic. By evaluating both internal factors (strengths and weaknesses) and external factors (opportunities and threats), this technique promotes a balanced, holistic approach to problem-solving and decision-making. It helps identify areas of improvement while also uncovering potential growth opportunities.
Example: A startup might use SWOT to assess its market entry, listing strengths like “innovative technology,” weaknesses like “limited funding,” opportunities in “growing market demand,” and threats from “increasing competition.”
Best used for: Strategic planning, evaluating new projects, and understanding competitive positioning. It is also frequently used for decision-making in business, marketing, and personal career planning.
Tools needed: SWOT templates or spreadsheets to organize responses into each category.
6. Starbursting
Starbursting encourages deep exploration by focusing on questions rather than solutions, using the “Who, What, When, Where, Why, and How” framework. This approach helps identify potential gaps and ensures thorough examination before ideas are finalized.
Example: When developing a new website, a team might ask, “Who is the target user?”, “What features should it have?”, and “How will it be promoted?” to ensure comprehensive planning.
Best used for: Early-stage brainstorming when exploring all aspects of a new idea or project. It’s helpful in planning stages to anticipate challenges or refine goals.
Tools needed: Whiteboards, sticky notes, or digital brainstorming tools to organize questions under each prompt.
7. Rapid ideation
Rapid ideation focuses on speed, encouraging participants to generate as many ideas as possible in a short time without judgment or refinement. This creates a large pool of ideas quickly, often leading to innovative solutions once refined.
Example: In a sales team meeting, members could generate potential strategies to increase customer engagement in just five minutes, leading to unexpected ideas.
Best used for: Breaking out of creative ruts or generating initial concepts rapidly. Ideal for sessions with time constraints or when a large volume of ideas is needed.
Tools needed: Timer, whiteboard, or digital tools to record ideas as they’re shared.
8. Reverse brainstorming
Reverse brainstorming flips the problem by asking how to cause it instead of solving it. This approach uncovers less obvious solutions by examining potential obstacles, which are then inverted to inspire creative solutions.
Example: To improve delivery efficiency, a team might brainstorm “How could we delay shipments?” resulting in insights like “poor packaging,” which they then turn into positive strategies, such as “optimize packaging processes.”
Best used for: Teams facing difficulties or when conventional solutions have been unsuccessful. Useful for challenging norms and thinking outside the box.
Tools needed: Whiteboard or digital tools to document negative ideas and corresponding positive actions.
9. Role storming/figure storming
Role-storming encourages team members to approach situations from someone else’s perspective, like a famous figure or fictional character. By stepping into another role, participants can explore new ways of thinking that they might not normally consider.
Example: A team brainstorming a travel app might ask, “What would Bill Gates suggest?” to inspire unconventional ideas like integrating with AI travel assistants.
Best used for: Creative fields where thinking from an alternative viewpoint can reveal fresh ideas, particularly in design and marketing.
Tools needed: Prompts or character descriptions to guide participants in thinking from different perspectives.
10. SCAMPER technique
SCAMPER is an acronym for a series of prompts designed to fuel creative thinking by reimagining existing concepts. Each prompt—Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse—offers a different angle for exploring potential changes.
For instance, Substitute encourages thinking about what elements could be replaced to improve a product, while Combine suggests merging ideas to create something new. Adapt focuses on adjusting an existing concept to fit new needs, and Modify explores ways to alter aspects like size or shape for enhancement. By methodically applying each prompt, teams can push beyond conventional solutions and unlock fresh, innovative ideas for products, services, or workflows.
Example: For a snack brand, a team might explore “Substitute” ingredients to make it healthier, “Combine” it with complementary snacks, and “Adapt” it for specific diets, ultimately broadening the product’s appeal.
Best used for: Product development, improving existing ideas, or discovering new applications for products. Useful when the team wants to push past standard iterations.
Tools needed: SCAMPER worksheets or a set of prompts for participants to work through.
How to brainstorm effectively
So, how do you brainstorm ideas effectively? It requires more than gathering people and hoping for great ideas. Use the following tips to keep sessions focused, inclusive, and productive.
- Set clear goals. Before diving into a brainstorming session, define a clear purpose. Outline the problem you’re aiming to solve or the specific goal you’re working toward to help focus the team’s energy and prevent discussions from straying off-topic. A well-defined objective acts as a guide throughout the session, keeping ideas aligned with the desired outcome.
- Choose a brainstorming technique. Choose the technique that best fits the team’s needs, and encourage openness to different perspectives. Structured methods, like setting time limits for rapid ideation or dividing sessions into focused segments, can keep ideas flowing and maintain productivity.
- Encourage diverse perspectives. Fostering an environment where all voices are valued is key to generating a broad spectrum of ideas. Encourage each team member to share openly, emphasizing that all ideas are welcome and judgment should be suspended at this stage. This inclusive approach can help your team overcome common challenges like groupthink and dominant voices, making space for fresh, innovative perspectives that may otherwise go unheard.
- Balance structure and freedom. Start with a flexible agenda that introduces structure—such as setting a specific problem, using a technique like mind mapping, or assigning brief time limits—to help keep the session on track. However, don’t impose too many constraints, as that can stifle creativity. This approach can also help overcome challenges like idea overload, as structured techniques help the team sift through and prioritize concepts without losing spontaneity.
- Limit group size or use breakouts. Brainstorming sessions can quickly become unwieldy in large groups, as conversations are harder to manage and quieter voices may get lost. For larger teams, consider dividing into smaller breakout groups, each focused on specific aspects of the problem. Smaller groups encourage more in-depth discussion and help everyone contribute. Later, each group can share their ideas with the larger team, ensuring all contributions are heard and considered.
- Follow up with a recap. Document the main ideas, insights, and action points. Sharing a recap keeps everyone on the same page and builds momentum, transforming the creative energy of brainstorming into actionable steps. This follow-up stage is also a valuable time to refine and organize ideas, allowing the team to filter out the most promising concepts and set a clear direction for implementation.
Bonus tips for brainstorming
Maximize creativity and collaboration with these bonus tips for brainstorming techniques:
Brainstorming technique for small teams
The round-robin and mind-mapping techniques create an inclusive atmosphere, making it easier to generate diverse ideas without the conversation getting off track. Round-robin ensures everyone has an opportunity to contribute, while mind mapping allows small groups to build on each other’s ideas visually and organically.
Online brainstorming
Virtual brainstorming sessions offer flexibility and allow people to contribute regardless of location, especially when using digital collaboration tools like Miro, Trello, or Google Workspace. Online brainstorming allows for tools like brainwriting or brain-netting (digital brainstorming), enabling team members to contribute ideas independently or in real-time.
Brainstorming tools
Popular brainstorming tools include Miro for visual mapping, Google Docs for collaborative writing, and Trello or Asana for organizing ideas in a list format. These tools allow teams to capture, organize, and refine ideas in real time, making the process smoother and more organized.
Brainstorming for solo work
Techniques like SCAMPER or mind mapping are very useful for solo brainstorming, as they provide structure and prompts that can help unlock creativity and explore ideas more deeply.
Start thinking
Brainstorming is a powerful tool for generating brand-new ideas and solving difficulties, especially when structured thoughtfully. By using organized techniques, teams can overcome common brainstorming challenges, like groupthink, idea block, or lack of focus, to achieve truly productive sessions that foster collaboration and innovation.
Choosing the right technique is key to maximizing these outcomes. Whether it’s mind mapping for visual learners or brainwriting for a quieter, more inclusive approach, each method offers unique advantages that can transform how a team tackles problems and explores creative solutions. Encourage your team to experiment with different brainstorming techniques to find the best fit for your specific needs.