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What's the Secret to Better Brainstorming?

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This story appears in the October 2011 issue of Entrepreneur. Subscribe »
What's the Secret to Better Brainstorming?
Illustration© Chris Philpot

How do you lead a brainstorming meeting? First, forget about the box that, according to generally accepted brainstorming practices, you're supposed to be thinking outside of. The problem with the box is that no one knows how big it is. One person's box could be tiny, another person's box could be big. ("Let's go to another room. The box is too big.") Someone else's box could be so big that inside of the box is everything--including reason, judgment and sanity. ("Dear God, what a box.")

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