The creative process is sometimes like a slug fest between two heavyweights: the “creative process” versus its nemesis: the “end result” (pursuing the big idea).
If you want to win the battle and find the right idea, put all your money on the creative process, not on the end product. Be a servant to the creative process and it will deliver the end product you are looking for. That is, if you get out of its way.
Here’s a typical dilemma: An ad agency needs a new idea for a new business pitch and needs it fast. The President tells the staff to “join the big brainstorm session over lunch.” He starts by saying “We need a lot of great ideas. We have one hour.”
If you ever want to kill the creative process of your team, start the session exactly that way: say you only want great ideas. It sounds counterintuitive but…forget about the end product and focus 100% on the process. What approach will encourage more ideas from your team? How can you engage your team to work together for the good of all? Here’s a few do’s and don’ts:
• Generate ideas in 2-3 minute spurts followed by a 1-2 minute rest (not for one hour straight).
• Acknowledge and jot down every idea from every team player, without judgement or commentary. Fill the 3M pad; keep the magic markers moving.
• Ask your team to come up with the worst ideas (for 2-3 minutes). Getting bad ideas out first is more likely encourage full participation and trigger new connections.
• Don’t use the word “brainstorm” or “thinking out of the box.” Don’t discourage people from using all their tools—the five senses, 7 emotions, physical movement, and yes, your brain too.
The more you focus on the process of creativity and what stimulates ideas, the more likely your organization with end up with the right result: the right idea.
Be a servant to the process. Trust the collaborative power of people.
Trust the collaborative power of people and their creative process