Structuring a brainstorming session
A creative session requires careful structuring. Once we have agreed that we are going to work together, we will first visit your company or organization to conduct an intake interview that will take approximately 3 or 4 hours. During this intake, we determine the exact nature of the problem and also gather enough information to provide us with a clear picture of the company or organization.
Next, in consultation with the client, a team is formed. Ideally, the total session group consists of no more than fifteen people.
Divergence and convergence
During the creative session (at least one day, though preferably two), the participants are guided through the creative process. A brief introduction on creative thinking is followed by a formulation of the problem and an often surprising reformulation. It is important that we limit ourselves to one simple problem, aim for one single concrete target.
After this, it’s time for a ‘purge session’ during which the participants spout their initial ideas. No idea is too ‘strange’; participants may say anything that comes to mind. The divergence is the phase in which as many ideas as possible are generated, in the broadest sense of the word. We do this with the aid of various creative techniques.
Once enough ideas have been collected, the ‘harvest’, or results, are condensed during the convergence phase. Through the use of a prioritization technique, the participants select the best ideas. After fine-tuning this selection, the ideas are enhanced using tools such as an ‘idea flash card’. This serves to reinforce the ideas that have been found up to that point.
Next, a plan of action is devised to anchor the ideas within the organization, or, if necessary, to continue their development. The phase of fine-tuning and designing a plan of action may also be held during a subsequent half-day session.
What are the topics?
There is a great diversity of topics which may be used as a starting point for brainstorming sessions such as product development, defining strategies, problem solving, developing a vision or re-creation on the basis of existing foundations.