Brainstorming Rules Protocol (IDEO Method)

A structured brainstorming protocol based on IDEO's design thinking practice, with specific rules that make the difference between productive ideation and the unfocused sessions most teams experience. The seven rules, posted visibly during every session: (1) Defer judgment — no evaluating ideas during generation. (2) Encourage wild ideas — the craziest idea often sparks the best one. (3) Build on the ideas of others — say 'Yes, and...' not 'No, but...' (4) Stay focused on the topic — one conversation at a time. (5) One person speaks at a time. (6) Be visual — sketch ideas, don't just describe them. (7) Go for quantity — aim for 100 ideas in 60 minutes. The session structure: (a) Frame the problem as a 'How might we...?' question. (b) Silent individual brainstorm first (5 min). (c) Share and build (30-45 min). (d) Cluster and vote (15 min). (e) Select top 3-5 ideas for development. Critical addition: the silent individual phase prevents anchoring on the first idea and ensures introverts contribute equally.

When to use it

When a team needs to generate novel solutions to a defined problem. Product feature ideation, service design, marketing campaigns, process improvement, event planning. NOT useful for problems that have a single correct answer or require expert analysis. Best when the problem is well-defined but the solution space is wide open.

How it can help

Solves the well-documented failure of traditional brainstorming (which research shows produces fewer and worse ideas than individuals working alone) by adding the silent-first phase and explicit rules. The 'How might we' framing is surprisingly powerful — it prevents premature problem-solving and opens up solution space. The quantity target (100 ideas) pushes past the obvious solutions that everyone already thought of into genuinely novel territory. Immediately implementable with any team.