You may be familiar with conventional brainstorming (sometimes reframed as, ‘thought showering’) where participants are invited to share as many ideas as possible. The underlying belief is that a free-flow of ideas in a group is likely to produce more and a greater variety of ideas than would be likely or possible for an individual alone. As psychologist Michael West points out, however, groups tend quickly to experience group-think where people influence each other’s ideas and start to think along very similar lines – thereby actually limiting rather than expanding the range of ideas that emerge.
In some cultures and contexts, political and relational dynamics also influence what people feel willing or consider appropriate to contribute in a group. In light of this, West proposes that it’s sometimes better to invite people to jot down as many ideas as possible separately before sharing in a group and, if expedient, to share them anonymously if that makes it more acceptable to do so. Bryan Mattimore’s creative ‘worst possible idea’ technique goes one step further and breaks the oft-felt pressure to come up with the best or right idea altogether.
Instead, it invites people (light-heartedly) to generate an array of truly terrible ideas (e.g. as Ian Gray suggests, ‘illegal, immoral or unworkable’) and then to identify key attributes – i.e. what makes them so bad? If combined with reverse brainstorming, we can invite participants to engage in counter-intuitive activities such as swapping, ‘How could we solve this problem?’ for, ‘How could we make it much worse?’ Being playful in this way can reduce anxiety, snap people out of traditional thinking patterns and surface seeds of innovation that could prove transformational.
So – what have been your best (or worst!) possible ideas? What did you do to discover or create them?
Nick is a coach, trainer and OD consultant.