Problem solving: Brainstorming on your own

In response to an earlier article on problem solving, Heather Smith asked me how I brainstorm on my own. So here's an overview of the brainstorming process and techniques I use.

Set the scene for brainstorming

I set aside a block of time to brainstorm. I clear my to-do list for the day and turn off email and phones.

I find changing my location literally changes my perspective. I find walking or sitting in a café helpful and notice random input from the outside world can trigger new thoughts.

I make sure I am in a playful mood, so if I am stressed, fearful or angry, coffee and baked goods may be in order!

I am a visual and kinaesthetic thinker, so I always want pen and paper or a whiteboard handy. If you are more of an aural person, you may want to use a sound recording device.

Retelling and reframing the problem

I talk through the challenge with myself, the cat or the television. Verbalising this way often leads to a deeper understanding, which is why talking therapy works.

I reframe the challenge: What if I had to explain this to a five year old? To a competitor? Or the neighbours Labrador? What if I were someone else? The CEO, a cynical customer, my grandmother... how would things look from their perspectives? What would they do? Ridiculous as this may seem, startling revelations can and do appear.

Often, problems are defined with an implied solution which limits the possibilities. Reframing the problem challenges the underlying assumptions about it. “We need more sales to make money” can become “we need to reduce waste to save money”.

What if the problem was not a problem after all? What if the priorities were reversed?

Drawing parallels

I look at how other people in different industries, have solved similar problems. Can their solutions offer any insights?

To make comparisons easier, I create simple conceptual models of situations or processes.

Example: Film camera makers sell cameras cheap and make their profits from consumables. Inkjet printer manufacturers do the same thing. How can this apply to a service provider like a health spa?

Concept association

I look at unrelated concepts to find potential solutions in them, however wacky these may be. A fish does not have nostrils, so gas exchange happens through gill slits; thus instead of using nozzles to pipe cool air into a room, why not use floor-to-ceiling slit vents?

Building a concept extension tree can be fun, too: Bake and sell cupcakes > bake varieties of baked goods > bake for different demographics > tailor opening hours to demographics > create a home away from home > … a potential redefinition of what a bakery is!

Laughter

Laughter is a great benchmark for how well the brainstorming session is going. If I am not giggling or laughing some of the time, then I know the ideas are not flowing.

I like to consider funny, silly, out-of-this-world possibilities as real solutions often hide inside outrageous propositions.

Examples:

To attract more customers, we’ll pay them to visit our website! (EmailCash)
We want a TV show that’s compelling viewing, so we’ll create a show about nothing! (Seinfeld)

Judgments and evaluations

Brainstorming is not risk analysis or decision making so I consciously set aside all judgments and evaluations. This is often the hardest obstacle as we are more used to decision-making in business.

When I catch trying to logically think through why an idea will or will not work, I stop myself and go into “feel mode” instead. Does the idea feel good or not? If it does, it is explored further and set aside for rational evaluation later. If it is not, I get on another train of thought.

If I constantly find myself thinking “that’s not going to work”, or “that’s silly”, or “I’m just wasting my time” then I am not engaged with the process.

Aiming for a state of flow

The techniques above are not prescriptive by any means. If I get stuck, I simply pick one of these techniques and start from there.

So how do I know if I am doing it 'right'? Remember, it isn't about seriously evaluating the ideas themselves. I go by whether I am feeling good or not. If I am in a state of flow, I feel good, inspired and engaged. Possibilities abound. I lose track of time.

Brainstorming on your own is about having fun, suspending serious judgment, feeling good, going with the flow and simply being generative. We all have the capacity to do this. So go forth and create!

Zern Liew helps his clients build beautiful businesses by practically innovating across their Branding, Communications, Processes and Systems.

7 comments | Add your own

Great article, Zern.
I often brainstorm on my own, and have found actually starting the session to be my problem - until I heard Ken Hudson from The Speed Thinking Zone speak!
To over-simplify one of his techniques, take your question, and in two minutes or less, write down nine ways to solve it. Choose one solution, and again, in two minutes or less, write down nine ways to execute.
At first I thought it would never work for me, but as I started trying it out, I was pleasantly surprised with how creative I could be. As there was no time to critique what I was writing down, I was letting everything flow through the pen without inhibition.
Whilst this is not the only way to come up with solutions, it's certainly a great technique to get you started! Amanda Jephtha from Sydney
Thanks for sharing that great tip Amanda. It sounds like a great way to get into, and stay in the flow. I sometimes get my best ideas when working under tight deadlines. Zern Liew from Sydney | Read my articles
Brainstorming on your own is a challenge but I think that as long as you have the right environment, you'll be well on your way to some great idea or solutions. Matthew Lang from United Kingdom
Thanks for sharing this. I have a business friend who helps me brainstorm, but it's so good to have these tips to be able to do it by myself when I need to. Thanks so much! Emma from Brisbane
Wonderful article Zern, well done. One thing we have started on a weekly basis is a thinking club where we invite others to sit around the table and exercise our grey matter for an hour, the ideas can be as crazy as we want them to be and we have found that most of the outward thinking leads to helpful communication points for both our clients and ourselves. fun!
click my name to read our thinking club blog... Dan from shoebox creative, designers who listen some more
A thinking club! What a great idea Dan! There should be one in every neighbourhood. I also like your "designers who listen some more" tagline. I shall go look at your blog now. Zern Liew from Sydney | Read my articles
Hi Zern
Thank-you for this great article. Thank-you for answering my question I needed some brain storming tips.
I really struggle with great catchy snappy titles for my articles, Sam (Leader) disposes with my lame ducks and come up with something far savvier and eye catching. The funny thing is I have a bucket on one side with really catchy titles, e.g. “Swing for show, Putt for dough”, and on the other side I have a bucket full of article ideas and ne’er the twain do meet.
My next client free day, which looks like is a fair way off, I am going to practise your strategies, and see if I can deliver brilliance.
I see you are now writing for Kochie – congrats on the gig – maybe we will see you on the morning show?
I am a fan of the TODAY show so rarely watch Ch7, but if you pre-warn us we can look out for you.
Apologies for my late response, your article came during a busy season :)
Cheers
Heather Heather Smith from Bris Vegas

7 comments | Add your own

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