For Subscribers

What's the Secret to Better Brainstorming?

Ah, the brainstorming session--who came up with the idea for that, anyway? The Esquire guy offers up some advice on how to cultivate better concepts.

learn more about Ross McCammon

By Ross McCammon

Opinions expressed by Entrepreneur contributors are their own.

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.")

Anyway, the box is stifling. It turns a discussion into an exercise. ("Is this 'outside the box' enough?") And the box denies crucial truths about brainstorming: that there is a goal, and that because of time and money there are always limitations on discussion, even from the very beginning. The box is silly.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

This 61-Year-Old Grandma Who Made $35,000 in the Medical Field Now Earns 7 Figures in Retirement
A 'Quiet Promotion' Will Cost You a Lot — Use This Expert's 4-Step Strategy to Avoid It
3 Red Flags on Your LinkedIn Profile That Scare Clients Away
'Everyone Is Freaking Out.' What's Going On With Silicon Valley Bank? Federal Government Takes Control.
Leadership

How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Business News

A Retired Teacher and Her Daughter Were Scammed Out of $200,000 Over Email: 'I'm 69 Years Old and Now I'm Broke and Homeless'

The mother-daughter duo was in the process of buying a townhouse when their email chain with the title company was hacked.

Starting a Business

Free Event | March 30: Solopreneur Office Hours with Terry Rice

Running a one person business is challenging, but we're here to help you. Tune in as our expert, Terry Rice, answers your most pressing questions.

Business News

Amazon Is Laying Off 9,000 More Employees — But Who's Out Won't Be Settled Until April

Amazon CEO Andy Jassy said the company had decided to "be more streamlined in our costs and headcount" because of the "uncertain economy."

Business News

Carnival Cruise Wants Passengers to Have Fun in the Sun — But Do This, and You'll Get Burned With a New $500 Fee

The cruise line's updated contract follows a spate of unruly guest behavior across the tourism industry.