Ep 18 Creativity: 7 rules for running a better brainstorm

Show notes

Stephen opens this episode by celebrating a milestone—episode 18—lightly joking that the show is “legal, emancipated, and ready to have some fun.” He frames the focus of this episode around a question he often receives:

“How do I make my company or team more creative?”

While it sounds like a simple question, Stephen emphasizes that it requires a deeper understanding of creativity, strategy, and process. This episode is designed to be a “travel-sized,” tactical guide for running more effective brainstorms.

Before diving in, he encourages listeners to go back and listen to Episode 11 on how to build a creative strategy—because no brainstorm will work without solving the right problem first.

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Part 1: Framing the Opportunity

The first major area Stephen explores is how to frame a problem so it can spark innovative thinking.

Why Framing Matters

• Many companies struggle with framing the creative challenge correctly.

• People often prefer clear answers, but creativity thrives in discomfort and ambiguity.

• Great brainstorming requires posing the right question, not providing a pre-baked solution.

Creativity as Cyclical

• Creativity is not linear; it’s a cycle of divergence (exploring possibilities) and convergence (narrowing choices).

• Leaders must embrace uncertainty and encourage their teams to do the same.

• Divergence may feel like you’re moving away from the solution—but it’s essential to innovation.

Your Role as a Creative Catalyst

• As a brainstorm leader, you must be optimistic, exploratory, and energizing.

• Others will often feel uncomfortable, vulnerable, or reluctant to speak up.

• It’s your job to create psychological safety and help ideas flourish.

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Part 2: Use “How Might We” Statements

Stephen introduces a core tool in the brainstorming process—“How Might We” (HMW) statements, a framework popularized by IDEO and used widely in design thinking.

Breaking Down the Phrase

• How – Assumes a solution is possible.

• Might – Removes judgment and promotes possibility.

• We – Implies collaboration and collective problem-solving.

 

Crafting HMW Statements

• Start with the strategy or problem you want to solve.

• Use sticky notes to brainstorm and iterate on HMW statements.

• A good HMW statement should:

  • Be open-ended, but not too broad.

  • Be focused, but not prescriptive.

  • Allow you to generate 4–5 ideas quickly.

   

Common Mistakes

• Too specific: Narrows ideation and leads to predictable answers.

• Too broad: Leaves people wandering without direction.

• Solution-baked statements: Stifle creativity by implying the desired answer.

Practice Is Key

• Framing is a skill that improves with repetition.

• If your brainstorm sputters, revisit your HMW framing and adjust.

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Part 3: The 7 Rules for Better Brainstorms

Once you’ve framed your challenge, it’s time to run the brainstorm. Stephen outlines seven core rules he has developed and refined over the years.

Rule 1: Defer Judgment

• All ideas are welcome—there is no such thing as a bad idea during brainstorming.

• Judgment shuts people down, especially when taking creative risks.

• Safe space = better participation. Shut down eye rolls and sarcasm.

Rule 2: Encourage Wild and Crazy Ideas

• Wild ideas often contain the seeds of true innovation.

• Start big—ideas will naturally be scaled back later.

• Leaders must model bold thinking by being the first to go “crazy.”

Rule 3: Build on the Ideas of Others

• Use “Yes, and…” rather than “Yes, but…”

• Avoid tearing down—add to and evolve others’ ideas.

• Creativity gains momentum when ideas are layered collaboratively.

Rule 4: Stay Focused on the Topic

• Wandering discussions lead to irrelevant ideas.

• Keep the team anchored to the HMW statement and the original problem.

• Interesting ideas that don’t solve the problem are distractions.

Rule 5: One Conversation at a Time

• Side chatter kills cohesion and idea flow.

• Multiple conversations mean lost ideas and disengaged participants.

• Stop the group if multiple threads emerge—finish one, then start the next.

 

Rule 6: Be Visual

• Quick sketches help bring ideas to life and make them easier to understand.

• Not everyone is good at visualizing concepts in their head—draw it out.

• Use constraints: Stephen recommends using thick markers and small cards to limit detail and avoid early prototyping.

Rule 7: Go for Quantity

• Set a big goal (e.g., 100 ideas) to push the team past obvious answers.

• The best ideas often come after the first 30 or so, when you’re deep into the process.

• Volume unlocks creativity and unexpected connections.

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Closing Thoughts: Make Space for Possibility

Stephen closes by reminding listeners that none of the seven rules are revolutionary—but enforcing them as ruleschanges the game. When teams agree on how they’ll operate, trust increases, and creativity thrives.

Final Tips:

• Use strategy to fuel your HMW statements.

• Use the seven rules to protect and shape the brainstorm.

• Remember: the best ideas are rarely the easiest ones.

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Resources

• Leave a Review: Your reviews help more people discover the show.

• Disclaimer: All views expressed are Stephen’s own.

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Final Word

“Time is the only true luxury we have. I’m always incredibly humbled that you want to spend any of it with me.”

Until next time—stay crazy.

Tagged as:
brainstorming brainstorming rules creative proces creative teams creativity techniques effective brainstorming How might we statements idea generation innovation strategies problem-solving Stephen Gates team collaboration The Crazy One podcast