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Gray Matters

Brainstorm your way to more creative marketing.
June 1, 1998

A tried-and-true way to get your company fired up is to hold a brainstorming session. Surprisingly, most people don't know the rules that should govern these powwows. To make the most of your collective brainpower, there are certain steps you must take.

When done properly, brainstorming can yield an abundance of ideas that may not have otherwise surfaced. The process seems to work best when some basic rules are followed:

Other critical guidelines you should follow include:

While not every situation lends itself to a brainstorming format, almost any business can benefit from occasionally stepping back and taking a new look at the old way of doing things. It brings people together, reminds them what the business's goals are, and just might generate an idea for building a better mousetrap.

Leann Anderson is the owner of Anderson Business Resources, a Greeley, Colorado, company specializing in customer service, marketing and business etiquette. E-mail her at