Companies need to stop trying to schedule idea generation and brainstorming and instead create an environment where creativity happens spontaneously.  Too often the process of coming up with an answer to an issue is, ‘get people in a room and let’s brainstorm some ideas.’  Why limit idea generation or brainstorming to a scheduled time or meeting? 

Yes, there is often little danger or risk in getting a group of people together to let some ideas fly.  The power of collaboration and building off the energy of others can be unmatched.  What companies need to recognize is that while group work can be good, the best ideas can come at lunch, on a walk down the hallway, or even in the elevator.  The key is the culture, not necessarily the structure or ground rules usually seen at brainstorming sessions.  If a truly innovative culture is in place, i.e. one in which respect and openness are the cornerstones of the work environment, innovation and creativity will happen everywhere – not just in brainstorming meetings. 

Imagine having the ground rules at brainstorming meetings being the ground rules for your culture....listen, don't judge ideas, let people speak, write down all ideas, etc.

Here’s what you can do.
1. Create a culture based on respect for ideas and being open to EVERY suggestion. 
2. Get EVERYONE on the same page – to achieve an innovative culture ALL employees need to be involved.
3. Place tools such as flipcharts all over the building so when people have ideas, they can immediately work on them – not wait for a conference room to open up.  Also, leverage online and web based technology to encourage idea sharing, capturing, and collaboration.  I am not talking about the ‘suggestion box’ approach.  I am describing having resources in place which allow people to instantly begin working on an idea, either alone or with others.

Every company and organization is always looking for the next great idea.  There is no need to wait for a meeting to brainstorm or generate ideas – get them flowing NOW.  

Rich Trombetta is the President and Founder of The Innovation Company located in Acton, MA (http://www.innovationisEASY.com).  The Innovation Company specializes in working with organizations to get every employee constantly sharing and implementing new ideas.  Rich can be contacted via email at rich@innovationisEASY.com