Ask a roomful of people to consider a toothpick within a 2 minutes timeframe, to come up with as many uses for it as they can think of, other than the purpose for what it is made, and you will be amazed. The combined ideas will create a long list. Some of the ideas will be common in most people’s responses and some will be unique to maybe one or two people. That group of people will be pleased with their efforts.
Now, if you were to replace those people with a new roomful of people and ask them to do the same thing BUT you show them the first room’s list, you will end up with even more suggestions.
Brainstorming is a very useful tool when a company needs to get the creative juices flowing. It is a great way to stimulate new ideas for answers to problems that are not responding to the usual answers. But this practice also demonstrates how we see things. We often only see the purpose for which we think (our education, our upbringing, our beliefs)it has been created. In the exercises above you will always have those people who struggle to come up with any other ideas, or who produce only a couple more than the original use for which it was intended. And yet others produce a list full of really different ideas that everyone can agree, would work. Should an object not be perfect, it is often considered useless and is discarded. In the example above, if you opened the box and found a broken toothpick, most of us would throw it away. Some might even take the whole box back to the store and demand our money back. Continue reading