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  • Writer's pictureKaylie Dugan

The Top Ten Reasons Brainstorming Reinvented Works

Better Ideaz™ is our proprietary system of brainstorming, and it works every time.

Remember when V8 was a tomato-based vegetable juice? Our creativity Tool with sparks of flavors led to the idea of adding carrot juice, sweet potato, and honey, the sub-brand now known as Campbell's V8 Fusion. At Kellogg's, the phrase “bag lunch” sparked an idea of better-for-you snack bars for Kashi. This even works for strategies and services. Fifth Third’s Corporate Responsibility team produced over 300 ideas to support sustainability and community development.

I want to summarize in today’s blog the Top 10 reasons the whole shebang has been so successful. Here goes …

1. Three-Person Leadership Teams

For upfront design, there is the Captain, the Liaison, and the Facilitator. For the session itself, the team is the Facilitator, the Trained Brain, and the Visual Recorder. The three-team concept spreads roles and responsibilities so each team member always feels supported.

2. The Container

The Facilitator creates an imaginary enclosed space called the Container where participants feel safe to create. The Container is a space that encourages fun, laughter, and exploration. Additionally, the Facilitator also puts their positive energy into the session and receives it back, starting a continuous loop of positivity.

3. Setting Expectations

The Facilitator immediately sets high expectations about the quantity and quality of ideas that will be produced during the session. In my experience, people always rise to the level of expectations set for them.

4. The Rules

The Facilitator begins the session with the Four Rules of Brainstorming so everyone is clear about the process.

5. The Tools

Up-to-date ideation provides tools that stimulate latent creativity. Our creativity Tools stimulate the brain and allow it to do what it’s really good at - finding new and interesting connections.

6. Dyads

We work in ever-changing dyads so people are always talking with new partners. The energy in the room pops when 5-7 dyads are working simultaneously. The increased noise level creates a positive buzz the brain enjoys, and participants know they are part of a creative whole.

7. The Table

We set the table in a somewhat messy way, with a number of colorful tools already laid out. Each dyad has a pile of 11” x 17” pieces of paper and colorful pens to write with. This lets people know from the outset that something different is going on. (By the way, we facilitate virtual sessions, too, which are just as energizing and engaging as our in-person sessions.)

8. Hot Dot Voting

Periodically during the session, we ask participants to vote for their favorite ideas. We’re not looking for evaluation, just a quick preference. The process is colorful and people begin to see “winners” emerging from the creative output. Then, it’s right back to more ideation.

9. Idea Evaluation

The session ends with participants rating the top ideas on four criteria: usually like it, doable, fits brand, and unique. The voting provides a path forward for the winners.

10. Team Cohesion

There’s an extra benefit of group brainstorming. People feel they are part of a highly creative group who have been successful at ideation and can be so in the future.

And there you have it - a glimpse at our proprietary system of brainstorming, Better Ideaz™. If your company's brainstorming sessions crave structure and the spontaneity that produces extraordinary ideas, I recommend seeking the help of an experienced market research firm, like Driven to Succeed, LLC, to help with your next brainstorming session. Contact us and we will help you begin to get those great ideas flowing.


Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

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