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Brainstorming

Problem solvingCreative: idea generation

Reference model

Brainstorming ProcessA cycle of 5 steps that repeats: 1, Define the problem; 2, Generate ideas; 3, Record ideas; 4, Refine ideas; 5, Select ideas; after the last step the cycle returns to the first.Define the problemClearly state the issue tobe solved.1Generate ideasEncourage all participantsto share their t…2Record ideasDocument every idea withoutcritique.3Refine ideasDiscuss and improve uponthe generated idea…4Select ideasChoose the most promisingideas for further…5

Brainstorming encourages open dialogue and the sharing of ideas without judgment, then narrows the list once generation is finished.

About this model

A group creativity technique designed to generate a large number of ideas for the solution to a problem. The usual rules are to defer judgement, aim for quantity, welcome unusual ideas and build on or combine the ideas of others.

Originator not stated.

How to read it

  • Focus on quantity of ideas over quality during the generation phase, and hold all criticism until the list is complete.
  • Encourage wild ideas and build on or combine others' suggestions.
  • Only after generation, group the ideas into themes and shortlist the most promising ones.
  • Compare the number of ideas logged with the target to judge whether the session went far enough.

What this does

Generates a wide range of ideas and solutions in a group setting, encouraging free thinking and collaboration without immediate criticism, and ends with a shortlist and an action plan.

When to use it

Use it when a team needs to generate creative ideas for a problem or challenge and no single answer is obvious yet.

Not when: Do not use it when the group lacks a clear focus, when the answer is already known, or when ideas must be evaluated immediately.

What happens next

Group the shortlisted ideas into themes, then test and prioritise them with a prioritisation tool such as an impact and effort matrix before committing resources.

Golden thread

Builds on ←

  • Problem statement
  • Stakeholder list
  • Root cause analysis

Feeds into →

  • Idea prioritization plan
  • Impact and effort matrix

Use this tool, free

Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.

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Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.