Stop Sucking the Creative Energy Out of Your Design Brainstorming Sessions

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Have you ever woken up in the morning and thought, “It’s a bright new day! I’m going to go to work and suck the life out of the rest of my design team until every one of our designs is completely devoid of creativity!” I’m going with probably not.

Yet every time I go to a conference I encounter design team members who work with sarcastic jerks who disrespectfully crush their good ideas as well as their bad ideas.

I’m not saying that you should never say an idea won’t work, so you end up developing something awful. I am saying that team respect goes a long way in creating an incredibly creative, innovative work environment.

I recently wrote an article about how everyone on earth will have some great ideas and some terrible ones during their lives. The way you react to both the bad ideas and the good will make or break your team culture.

When someone tosses out an idea that won’t work, rather than rolling your eyes and publicly shooting them down and berating them (which effectively embarrasses them to the point they never want to pitch another idea), toss out something like, “That’s an interesting perspective, what if we tried XXXX instead? Or, that may not work for this particular project because of xxxx, but what if we took the idea a step further in this other direction?”

I’m not saying that you should never say no to an idea, or that you need to coddle your team. I’m saying that you should say no in a professional respectful way. Because at the end of the day, the person you just rolled your eyes at may have had an epic epiphany 2 minutes later, that you’ll never hear because you undermined his or her confidence.

Tone and attitude go a long way in design brainstorming sessions. Create a climate where designers are comfortable sharing all of their ideas without the judgement, the good and the bad, and the results of your brainstorming sessions will instantly increase in productivity.

I know this works, because I work on one of the most incredible teams on earth. We have the utmost respect for one another, we share ideas without fear of judgement, and as a result we come up with incredibly innovative ideas. And as an added bonus, every day for the last 4 years I’ve woken up excited to go to work in the morning.

At the end of the day, design team culture is the key to innovation.

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