Better Brainstorming the IDEO Way
Global design company IDEO simplifies its design process down to two stages: Diverge and Converge. In the Diverge stage, the goal is to create lots of choices that can later be narrowed down during the Converge stage, when choices are made.
“To think like a designer requires dreaming up wild ideas.” IDEO.
IDEO breaks down one particularly important aspect of their Diverge process: brainstorming. They developed Seven Rules for Brainstorming. (You can download their free poster here.)
- Defer Judgement
- Encourage Wild Ideas
- Build on the Ideas of Others
- Stay Focused on the Topic
- One Conversation at a Time
- Be Visual
- Go for Quantity
In this synopsis, I’ve distilled these ideas into three main categories.
Keep it Positive and Keep it Coming!
The first three rules (Defer Judgment, Encourage Wild Ideas, Build on the Ideas of Others) and the last rule (Go for Quantity) complement each other. They mean that the creative spaces where we gather, whether around a table or over a Zoom call, need to allow the ideas to flow freely. At this point in the design process, it’s best to get out the most outlandish notions. Who knows what a seemingly wild idea may free from the mind of another creative at the table?
The key phrase I learned from an exercise in a college acting class was “Yes, and.” During the brainstorming process, working in a positive and inclusive style keeps those creative juices flowing, allows us to build on the ideas of others, and allows us to churn out more possible solutions to the design problem at hand.
Wait, What?
Yes, in the first three rules, IDEO promotes a wild diversity of positive thought. The fourth and fifth rules (Stay Focused on the Topic, Once Conversation at a Time) may seem to negate that, but they help the designer to stay on task. If the brainstorming session is to find solutions for a children’s museum, bringing up ideas more suitable for a bakery is not a helpful move. When creatives get together and the juices are flowing, sometimes reigning in the sheer scope of possibilities is difficult, but this is necessary to make sure they can still apply to the subject at hand. What’s the challenge and can these ideas possibly solve it?
That’s So Bright!
The sixth rule (Be Visual) refers to the physical notes made during the brainstorming session. Let your creativity play! This is the time to bust out colored writing implements and neon Post-Its. Create a board with those bright notes. They just may jog the brain of another partner to come up with the perfect solution.
Let’s Go!
With a few simple rules and a handful of Post-Its, you too can have a more productive brainstorming session. Here’s more from IDEO partner and toy designer Brendan Boyle:
