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Top five ways to improve brainstorms:

1. Be knowledgeable. You need to clearly communicate the objectives, messages, and requirements for the end product being brainstormed. Revisit key points throughout the brainstorm to keep things on track.

2. Invite (and prepare!) different people. It’s amazing how brand-new perspectives can get everyone thinking. Provide info ahead of time and ask each person to do a little research prior to the brainstorm. Start the session by sharing everyone’s initial ideas.

3. Keep it fun. Creative stimulants such as brain food, product samples, paper for doodling, humor or even toys can make a big difference in the overall mood.

4. All ideas are welcome. Remember that idea generation is the purpose of the brainstorm. Write them out where all can see, and potentially build off of each other.

5. Weed carefully…later! The time to critique ideas and pick the most appropriate concepts is not during the brainstorm. This is usually managed by the end decision-maker, and it may be that some ideas need to be brainstormed even further. Remember: The reason “why” an idea feels off base usually launches the discussion that nails the winning concept.

Ultimately, the objectives must be the guide for selecting the winning concept out of the brainstorm – a brainstorm where everyone feels they’ve contributed.