Monday, June 29, 2009 Marcom A to Z — B for Brainstorming
I intended to write this post about structuring a productive brainstorm. As often happens during a good brainstorm session, I’ve ended up in a different place altogether. Here’s the kernel that interests me now: If a company claims to be innovative, does it encourage (and do its employees practice) big-picture thinking on a daily basis? Said another way, is there a fundamental connection between a company that brainstorms well and its penchant for creativity and innovation?
I did a quick online search of 20 companies, big and small but all leaders in their respective fields. More than half of them use the word “innovative” (or a derivative of that word) either in the About Us section on their Web site or in its primary navigation. Of the remaining companies, many talk about innovation using different terms. It’s either a very over-used word or a great goal for companies to work toward. The latter, I believe. So for companies that define themselves as innovative, does that type of culture pervade the companies’ actions and its employees’ approach to projects, issues or ideas?
I’d like to think that fostering a creative culture starts with an expectation that everyone must think big. The innovative mind thinks beyond simple execution of today’s Must Do List and it explores the unfamiliar, to the benefit of the client, the company and other employees.
That’s where brainstorming comes into play.
A good brainstorm has less to do with the number of people, subject matter or experience, and more to do with culture, structure and expectations. Regardless of the topic, a productive brainstorm session can unlock unforeseen breakthrough solutions. A company that invites that kind of creativity — more so, one that expects it daily — will produce a corporate culture defined by creative thought. If a company empowers its employees to think out-of-the-box, it will benefit from the multitude of perspectives and varied ideas proposed by its employees.
Isn’t this a seedling of innovation?
This weekly series discusses marcom concepts by the letter — from A to Z. The next post: C for Crisis.
brainstorming, communication, creative, strategy in Creative, Marcom A to Z 
Reader Comments (1)
Anna is spot on when she writes about the success of brainstorming being rooted in culture, structure & expectations. I teach creative classes and in my experience nothing matters more then providing a cultural environment that leaves the doors wide open, while at the same time laying out the specific objectives to be achieved. I’ve found that dovetailing a structure that fits the personality of the participants with the objectives is ideal.