We love a brainstorming session. When our teammates come together, it’s electric—ideas flying, energy sparking, teams leaving with a clear sense of direction and excitement about a brand new concept coming to life. 

But we know not all brainstorms pack the same punch as ours. For example, if sessions are rushed or don't allow time for preparation, they can feel sluggish. Studies show that some traditional group brainstorming techniques can lead to fewer, lower-quality ideas than if individuals work alone. 

Why? We looked into the psychology behind why some organizations struggle with this: 

  • Individual barriers like “production blocking” (waiting your turn to speak) and “evaluation apprehension” (fear of sounding dumb) may stifle people’s best “big swing” ideas. 
  • Virtual brainstorming can be challenging without clear facilitation, as limited nonverbal cues and turn-taking awkwardness can hinder participation and idea flow—especially for quieter or remote team members.

So, how do you fix this? Don’t worry, we’ve put together a guide to structure YOUR storms for success, as well! By treating it less like a chaotic free-for-all and more like a strategic process with clear roles, effective techniques, and room for every type of thinker to contribute, you’re bound to end up with even more ideas than you know how to leverage.

Step 1: Structure the Storm Before It Starts

Every successful brainstorm starts with clarity. This is achieved with the following steps in mind:

  • Define the Goal: What problem are we solving?
  • Set Guardrails: What’s in scope? What’s off-limits?
  • Allow for Think Time: Give individuals space to develop ideas before group discussion.
  • Budget for Collaborative Time: Bring ideas together, challenge assumptions, and refine.

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Step 2: Assign Key Roles

A brainstorm without structure can lead to information overload, conflicting or repetitive ideas, and a chaotic atmosphere.. Assigning roles ensures efficiency and engagement. Make sure everyone knows who is playing the role of:

  • Facilitator: Sets the tone, keeps discussions on track and makes sure everyone participates.
  • Scribe: Captures every idea without filtering or judging.
  • Participants: Contribute openly while respecting the process.
  • Devil’s Advocate (optional): Kindly challenge ideas to make them stronger.

(Pro Tip: Rotate roles each session to build a culture of diverse perspectives)

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Step 3: Choose the Right Technique

Not all brainstorms should look the same. Different problems require different approaches. Here are a few battle-tested methods we love:

  • Mind Mapping: Start with the problem and visually branch out ideas.
  • Role Storming: Think from the POV of different users/customers.
  • Rapid Ideation: Set a timer and generate as many ideas as possible in a short burst.
  • “Yes, And…”: Borrowed from improv (which we are trained in!) where each idea builds on the last. 

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Step 4: Cultivate a Productive Meeting Environment

Where and how you brainstorm matters.

  • In-Person? Arrange seating for visibility, use whiteboards and bring energy.
  • Virtual? Use digital whiteboards, keep cameras on and leverage breakout rooms.
  • Hybrid? Make sure remote participants have an equal voice with digital collaboration tools.

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Step 5: Make Space for Every Type of Thinker

Your team isn’t made up of identical thinkers. Some thrive under pressure; others need time to process. Recognizing and accommodating different thinking styles is crucial. The types of thinkers you may have in your storm are: 

  • Idea Canons: Rapidly fire off wild ideas.
  • Elaborators: Build on an existing idea with variations.
  • Houdinis: Thrive under constraints, finding solutions within tight limitations.
  • Realists: Turn abstract ideas into tangible plans.
  • Invisible Brainstormers: Often hesitate to share, so create space for them.

(Who’s not welcome? Attention Vampires, Idea Assassins and Wet Blankets—AKA those who derail, criticize or dominate the conversation completely)

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Step 6: Prep Your Brain Individually

Want sharper brainstorms? Prep your brain like an athlete preps for a game:

  • Sleep Well: Brain fog is the enemy of creativity.
  • Take 13-Minute Breaks: Short meditations improve focus.
  • Use Sound: 40Hz binaural beats can sharpen thinking.
  • Do Focus Exercises: Shift your gaze between near and far objects to boost concentration.

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Step 7: Filter, Refine, and Take Action

Brainstorms should end with action, not ambiguity. 

  • Organize ideas, evaluate them based on defined criteria (e.g., feasibility, alignment with goals), and vote on the strongest ones. 
  • Then, turn them into an actual plan: assign owners, set deadlines, and track progress.

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The Bottom Line: Better Brainstorms = Better Results

If your brainstorming sessions feel unproductive, take that as a sign that it’s time to evaluate your session structure and techniques!

By integrating these simple tips and tricks, your team can create a space that embraces different ways of thinking, transforming your session into a high-energy, high-impact discussion that drives real results.

Remember, the best ideas don’t come from a room full of people talking over each other—they come from a team that knows how to brainstorm with purpose and power.

Do you want to brainstorm with us around one of your challenges? Contact us here gatesmanagency.com/contact