theParagon

Brainstorming by Craig McNair Wilson

We watched a video by Craig McNair Wilson at work the other day on brainstorming. Craig was an Imagineer at Disney that now he has his own creative company where he helps other organizations create.

The following are the rules of brainstorming used by Disney.

• Think distinctively. Remember that brainstorming begins with creative thinking, not critical thinking. Critical thinking comes later. You must allow people to throw out ideas - any old idea. When we start brainstorming, this is not the appropriate time to think critically, analytically, etc.
• “Yes, and…” When someone offers an idea, the correct response is “Yes, and what if we….”. You plus or piggback on their idea with something that follows in kind or something that is brought to mind by something the other person said.
• NO BLOCKING. No wimping. We do not say “no”, we do not give “constructive criticism”. We do not remind ourselves of parameters.
• More Ideas!!!!! Our goal is to come up with more ideas. They can lead anywhere.
• Wild ideas. We need to think of things that are embarrassing, too expensive, not possible, just plain crazy.
• Critical Thinking. Once the ideas are up, we open up the discussion. What do people want to talk about. Then talk about them. It is a natural way to whittle ideas down. No voting down bad ideas. No voting on which are the favorites. People will gravitate toward the good ideas. Then, choose.

A reminder on brainstorming groups:

• There are two kinds of people: people who talk, and people who think first and then talk. Make sure your brainstorm makes room for both.
• 6-8 people is ideal group size
• 5-Senseing - Run through the five senses of an idea - what does it look like, feel like, taste like, smell like, sound like?

posted on February 3, 2006 | 12:55 PM EST