Where do creative ideas come from? Nobody knows for sure. I believe ideas are spawned from memories in our brains that are randomly assembled by triggers. Like a bouillabaisse struck by lightning.
As an art director, most of my ideas come when I’m not forcing them. They seem to come while driving on the freeway, taking a shower, flipping through a magazine, or listening to a song. And usually in the morning. Many creatives—perhaps most—generate more ideas this way.
Why are we more prolific when working alone rather than in brainstorming sessions with others? Perhaps because most creatives are introverts. Or perhaps because the purest ideas are born of a singular vision. Regardless, when it comes to generating creative solutions, we may be shortchanging ourselves by working alone.
Brainstorming with other people is a powerful way to accelerate idea creation, but only if it’s done right—by actually talking. Too often creatives get together and just silently stare at the wall, afraid to share ideas until they’re fully baked. In those moments, we only have fragments of ideas floating around in our heads, so we sit silently because we’re afraid of being judged.
I’ve learned that establishing ground rules in brainstorming sessions helps immensely. Just declaring to the other person(s) to be prepared to hear bad ideas and fragments of ideas will clear the air and give everyone permission to speak freely. Because when effective brainstorming is happening, it’s electric.
How many times have you been chatting with your creative partner and he or she begins to share an idea, then halfway through their explanation you suddenly have an idea too? For me, this happens all the time. In those moments I can barely restrain myself from interrupting. After patiently waiting until they’ve finished sharing, I’ve often said, “Where I thought you were going was…” and then I proceed to share my perspective.
I believe the magic happening in these situations is free association. Words trigger images that open paths to new ideas. But a necessary component to fueling this magic is to create a non-judgmental space where each person has permission to share bad ideas or partial ideas. Because a bad idea could trigger a good one.
Next time you meet with your creative partner for 30 minutes to brainstorm, simply talk more. Don’t edit. Share whatever comes to mind. Lightning might strike.
(Disclaimer: It’s worthing mentioning that I am not endorsing “open-concept” workspaces. I am endorsing small group brainstorming, preferably in a quiet space. While open-concept seating maximizes space, it most likely hurts creativity and productivity by relentless distracting people, and disrupting deep thinking.)
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