A whiteboard. A deadline. A group of supposedly smart people in a room.
But I never liked brainstorming. I’ve felt under pressure to perform, say something, anything rather than sit there like some dumb ass with no ideas.
I’ve sometimes felt "Why are we getting nowhere with this?" and “Why can’t I seem to come up with anything worthwhile”
And when we do have some ideas, they feel flat, safe and similar to before. People agree with the loudest voice, not necessarily the better voice or idea.
Here’s the truth: It’s not you, it's the process...
Traditional brainstorming contradicts how the brain actually generates creative ideas. 🧠
Pressure kills creativity
When we’re asked to think big ideas on the spot, our brain shifts into performance mode. That inner critic shows up fast.
You encounter Cognitive Load Overload
Group brainstorming puts our brains under pressure to perform rather than create, and our prefrontal cortex becomes overactive and kills spontaneity.
You encounter Social Conformity Bias
We tend to play it safe in groups, we self-censor or unconsciously align with dominant voices. Even if you think you're being original, your brain is playing it safe, that’s just what it is conditioned to do.
The brain doesn’t want to brainstorm, it wants to wander. My best insights and ideas happen whilst I am relaxed, daydreaming, walking, showering, having a bath, when my mind wanders. You just can’t be forced to be creative in a fixed slot. This is not how our creative insights surface. You need to get into the DMN zone. If you don’t know what that is, my workshop on Behaviour will reveal all.
✅ Give people time to think alone and solo-idea first before the groupthink
✅ Go for a walk, a fresh air breather to get into the DMN zone
✅ Collect ideas before the meeting perhaps to discuss and allow for unconscious processing
✅ Let ideas incubate — creativity doesn’t follow a meeting invite
It’s not about killing brainstorming — it’s about replacing it with something that works. Start with how the brain actually works to get creative.
Want to nudge your behaviour the brain-based way, join my workshops!
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