The Myth of the Lone Creative Genius
We’ve all heard the tales: the lone genius, locked away in a dimly lit room, emerging with a groundbreaking idea that changes everything. It’s a romantic notion, but let’s be real—true innovation rarely happens in isolation. At Against, we’ve found that the best ideas are born from collaboration, not solitary confinement.
Why Collaboration Beats Isolation
Ideas need friction to improve. No one gets it right on the first try—good ideas get better through feedback, iteration, and fresh perspectives. Even the so-called “lone geniuses” had teams. Einstein had academic collaborators; Steve Jobs had Wozniak; Beyoncé has an entire creative army. Diverse perspectives lead to better work. If everyone thinks the same way, the ideas stay predictable. The best collaborations pull in different viewpoints, skill sets, and experiences.
Why Most Brainstorms Suck (and How to Fix Them)
Let’s face it: traditional brainstorms can be painful. The loudest person dominates, everyone else nods along, and the session ends with a pile of sticky notes that go nowhere. Here’s how we turn that around at Against:
Set Constraints: Creativity thrives with guardrails. We establish clear objectives and time limits to keep discussions focused.
Get Specific: Instead of asking, “Any ideas?” we pose targeted questions like, “How might we solve [specific problem] in a way that’s unexpected but on-brand?
Use Different Formats: Recognizing that people think differently, we mix up our approaches. Some sessions are rapid-fire discussions; others allow for quiet reflection before sharing.
How to Run a Brainstorm That Doesn’t Suck
Over time, we’ve developed a framework that makes our brainstorms not just productive but enjoyable:
Preparation is Key: As the host, come with a brief that includes inspiration, strategy, and relevant examples. Share prompts in advance so everyone has time to think, reducing the need to spend half the session explaining the topic.
Create a Low-Stakes Environment: Encourage an atmosphere where team members feel free to riff on ideas without fear of judgment. The goal is open, candid dialogue that sparks creativity.
Incorporate Gamestorming Techniques: We’ve adopted methods from the book “Gamestorming” to keep things dynamic. Here are a few of our favorites:
6-8-5: The “6-8-5” technique involves generating six to eight ideas in five minutes, fostering rapid ideation and reducing overthinking. (Perfect for breaking the silence and getting the ball rolling.)
Impact-Effort Matrix: A simple grid that helps teams prioritize ideas based on feasibility and impact. (Great for avoiding the trap of brainstorming ideas that are wildly creative but impossible to execute.)
Empathy Mapping: A tool that helps teams step into the mindset of their audience by mapping what a customer/user thinks, feels, and experiences. (Great for making sure ideas are rooted in real human insights, not just assumptions.)
How-Now-Wow Matrix: → A framework for sorting ideas into safe bets (Now), practical innovations (How), and bold, out-there concepts (Wow). (Great for pushing beyond the obvious.)
Facilitate, Don’t Dominate: As the facilitator, guide the discussion but don’t overshadow it. Allow ideas to flow, stepping in only to keep things on track or to delve deeper into promising concepts.
Follow Through: A brainstorm without follow-up is just a chat. Assign action items, set deadlines, and ensure ideas are developed and implemented.
Creativity = Team Sport
Great ideas don’t happen in a vacuum. They’re shaped by the people around us. At Against, we’ve seen firsthand that when we challenge each other, bring in new perspectives, and run better brainstorms, the results are nothing short of magic. So, let’s ditch the myth of the lone genius and embrace the power of collaboration.
