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Brainstorming in the workplace - why is it so important? And how can we approach them differently?

Brainstorming is such a powerful tool for generating new ideas, solving complex problems, and fostering collaboration in the workplace. Yet many of us navigate brainstorming sessions with the exact same techniques, the exact same people and with the exact same attitude. If a brainstorming session is to therefore generate new ideas, why is it that we approach them with a 'same' attitude?

To start, here are three key reasons why brainstorms are so important in the workplace.

Point 1: Sparking Innovation Brainstorms are a catalyst for innovation. They allow team members to share their thoughts and ideas, no matter how unconventional or outside the box they may seem. This free flow of ideas can lead to groundbreaking discoveries, innovative solutions, and new approaches to old problems. Think of it like a spark igniting a fire. A small idea can grow into something much bigger and more impactful with the help of a team that is willing to build upon and refine that initial spark. By encouraging brainstorming in the workplace, you're creating an environment that fosters innovation and creativity, which can ultimately lead to a competitive advantage.

Point 2: Strengthening Teamwork

Brainstorms are also an excellent way to strengthen teamwork in the workplace. When team members collaborate and share ideas, they develop a greater sense of camaraderie and mutual respect. This can lead to better communication, increased productivity, and a stronger sense of purpose.

Think of it like a sports team. Each member has their own unique skills and strengths, but they must work together to achieve a common goal. Similarly, in the workplace, each team member brings their own perspective and expertise to the table, but it's only through collaboration and teamwork that they can achieve success.

Point 3: Encouraging Diversity and Inclusion

Finally, brainstorms are an important tool for encouraging diversity and inclusion in the workplace. By giving everyone a voice and a platform to share their ideas, you're promoting an environment of respect and inclusivity. This can lead to better decision-making, more innovative ideas, and a more engaged and motivated workforce.

For instance, everyone has their own unique perspective and experiences, and by encouraging them to share their ideas, you're creating a diverse and inclusive environment that is capable of achieving great things.

But how can we approach them differently? Here are THREE quick pointers you can apply to your next marketing meeting/business brainstorming session.

  1. Change of scenery - consider hosting your next brainstorming session in a coffee shop or outside to shake things up. The novelty of switching up locations should keep your team's energy high and could even make for much better ideas.

  2. Consider role play - put your team in the position of the customer, or if you're really up for being silly (play will help to relax your team) then put them in the role of the object and ask them questions. This will excite any creative brain.

  3. Ask your team what they actually need - To achieve an effective brainstorming session, when do we ever ask what your creatives need to get their cogs going? We all need different things. Some may need the brief two weeks before, others may need spontaneity or pressure. So, open that dialogue between your leaders and creatives.

In conclusion, brainstorms are a powerful tool for sparking innovation, building teamwork, and encouraging diversity and inclusion in the workplace. By embracing brainstorming as a core part of your team's culture, you're setting your organization up for success and growth.

However, we also need to pay attention to what a brainstorm actually is - the coming together of multiple creative minds to form original ideas for our problems. How, then, can we expect to build original ideas off the foundations of un-original or stagnating practices? By switching things up the same way we expect new ideas to shake things up.

Intrigued? Sold? Get me in to facilitate a brainstorming session for your team or reach out for any other enquiries creativity and marketing related. Catch me at

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