Developing truly unique concepts is a struggle, so there are often many “copies” within an industry. Our new business, product and service ideas are often based on existing products and services, producing only incrementally different results. Moving out of the existing framework to see opportunities from a new perspective is the key.

What is brainstorming?

According to Wikipedia, “brainstorming is a group creativity technique that was designed to generate a large number of ideas for the solution of a problem.” Brainstorming business ideas should not be censored. No idea is silly or impossible, and each person’s contribution is equally valuable. The ideas of the postal worker are as valued as those of the president.

To get out of the existing business or industrial setting, participants must “erase” their memories and pretend they know nothing about what is (or is not) possible. Consider every idea with equal consideration, no matter how outlandish it is. The task at hand when exchanging truly unique business ideas is to associate freely, generating as many ideas as possible.

Brainstorming through the five senses

There is nothing more boring than a sterile conference room. However, this is where many new business idea / concept development sessions take place, in a room with four blank walls and no stimuli (far from the best environment to generate new ideas). Brainstorming sessions need “springboards” for creative juices to flow.

One technique to exploit and generate innovative business, product or service ideas is to involve all the external senses. Try filling colorful gift bags with small items of different textures, tastes, looks, ingredients, sounds, and smells. In the brainstorming session, break into small groups of three or four and give each group a bag. Have each group go through the bag, imagining how sensory aspects could be incorporated into a new product or other new idea. After about 20 minutes of searching the bags, discussing, and writing down ideas, allow each group to present their ideas. You will come across many more great ideas than you can execute.

Brainstorming through Trends

Another approach to generating business ideas is to study trends. Commercial and general interest publications; The Internet; and trade journals can be effective brainstorming tools for several reasons:

– General publications contain articles from various industries, and society in general, which is good for generating new ideas that can be applied to your own industry.

– Trade publications often include a combination of short articles (good for generating ideas based on what others outside your industry are doing) and detailed reports (good for developing new trend-based product concepts).

– The Internet reflects trends in real time. Social bookmarking sites and blog directories (such as del.icio.us and Technorati) track and report the hottest topics. Wordtracker monitors online searches, reporting the top 100 daily.

– By reading a variety of business-related articles (news articles, human interest articles, and analytical pieces), you broaden your idea base, resulting in more new product ideas.

No matter what your brainstorming techniques are, remember two rules:

1) do not censor and

2) use your senses and current trends as springboards for new ideas. Do this and your brainstorming sessions are sure to be a success.