More Voices, Better Results

Photo by Ross Sokolovski on Unsplash

Ok, you’ve got a great team — smart, ambitious, and steeped in customer knowledge. Now what? How do you get all that goodness out into the open? The potential energy must be converted — applied to problems that matter.

We often attempt to harness collective wisdom by ‘getting everyone in a room’ and ‘brainstorming’. In my experience, this approach results in unimpressive results — a few strong voices with hot takes, and the majority remaining quiet, waiting for the next topic. These days, when a thoughtful discussion is needed, I turn to solo brainstorming.

Here’s how it works. Step one, don’t start with a group conversation. Instead, crisply state the question at hand and have each participant individually write their thoughts down own their own, silently. Give the group 5–10 minutes.

Once everyone looks to have stopped writing, check in on their progress. You’ll find out quickly if they’re done, or if a bit more time is needed. Once everyone’s ready, go around the table, one by one, each person sharing their ideas. Listeners can ask for clarification, but don’t let a discussion ensue until everyone has shared.

Ok, now the fun part. If you’re running the meeting, it’s best to just jump in at this point and kick start the conversation. Here are some ideas: Pick an idea you thought was interesting or surprising — maybe you heard something you didn’t quite get, so ask for a bit more detail. Alternatively, highlight a common thread that emerged from several people.

In the unfolding conversation, resist the urge to pick the ‘right’ answer. You’re a gold miner, not a jeweler. Miners sift through soil and rocks, working to bring color to the surface — unearthing and polishing, not proclaiming out of hand which nugget has the highest value. Think exploration not valuation.

Ask questions, draw in quiet voices, and tug and pull on a curious thread to see where it goes. Find the hidden vein, expose it, deepen it, and harness it — there will be plenty of time to weigh, measure, and appraise later. After all, you already know what you know, this is about learning from others.

Does solo brainstorming take longer than a normal brainstorming process? Absolutely! But consider why. Typical brainstorming is brisk, with little depth, creating the illusion of contribution. Fast does not mean effective. As a general rule, more voices, better results.

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