3 brainstorming secret by Google

Google has a secret formula of innovation. But this does not mean that all the ideas that offer employees, are shrouded in mystery. On the contrary, the more the idea of ​​discussing together, the better they become. Veronica Lafargue (Veronique Lafargue), head of Google Apps for Work, talks about the three main stages of brainstorming.

How to effectively brainstorm

Brainstorming is beautiful that during his employees learn, communicate, build relationships with each other. In Google on his experience to understand that in this case it is important to follow three basic principles. And they can adapt and apply to any company, regardless of its size and industry.

Often brainstorm more like a bad freestyle rap. We imagine that it must be a strange noisy meeting where all express crazy ideas just come to mind. But Google realized that brainstorming - a great tool for innovation, but without the structure and logic of even the best ideas do not become real action.

That is why there was a plan for any brainstorming, which helps turn ideas into real products. It looks easy, but every step you need to perform as accurately as possible.

1. Study Your audience

To solve the problem the first thing you need to think about the user that has this problem. Everything else - the corollary of this principle. Therefore, go to the people and talk to them. Collect stories of users, their emotions and ideas. Learn to look, listen and empathize.

Can not simply pick up and understand that you need your users, you need to contact them.

For example, I recently talked with our customers in Canada, Brazil and India. Talking and watching, I noticed that the property, which we call the generalized mobility, in different parts of the world has a different meaning. In Canada, the mobility - it's an instant interaction with others from anywhere, whether desktop or cafe, or kitchen. In Brazil, where much time users spend on the road to and from work, the foundation of mobility - user-friendly interface and voice control. In India, where in some areas of the country may be a problem with the connection to the Internet, mobile - is the ability to work offline.

Obviously, the only way to find useful information - to make an effort and try to find her. That's why most of brainstorming sessions to nothing lead: to gather and offer ideas - this is a step number 2 rather than step number 1.

2. Try to improve your idea 10 times

When you have gathered information, it is time to think. But even here it is not so simple. Perhaps you have heard about this rule:

When the idea comes to mind, you need to think about how to make it 10 times better.

One example can serve as a Loon project - Google initiative to provide access to the Internet to everyone, including the residents of rural and remote areas. A logical decision - to gradually lay the fiber in such areas. But if we use the mentioned rule, there will be Loon project - a network of air balloons drifting in the stratosphere to create a wireless network with speeds up to comparable to 4G and LTE. This will help reach even remote corners of the earth.

The next step should all write down their ideas before you again to come together and decide which ones are really worth. When participants brainstorm again going with its notes and stickers, you need to follow six simple rules:

1. Repelled from each other's ideas. Easy to hack to death the idea, particularly at an early stage. Therefore, even the most bizarre proposal, saying often, "Yes, but you can still ..." try to develop instead of "No, but we can ...".
2. Generate as many ideas as possible. At this stage, their number is more important than quality, so give yourself complete freedom. This is the time to stock up on a bunch of stickers and notebooks, open the application notes. The best way to come up with a brilliant idea - to deal with a lot of mediocre ideas.
3. Invent headers. If you can describe your idea in less than six words, it will help it more quickly evaluate and work. Imagine that your favorite edition published an article about your amazing idea. What would you like to see in the header?
4. Make illustration. Pictures clearly than words, and they are harder to misinterpret.
5. Think big. Say "yes" to most courageous, fearless, weird, crazy, fantastic ideas.
6. Set aside a final decision. Do not judge the ideas in the midst of brainstorming (remember rule №1), let them grow and develop.

3. Create a prototype

The next step - specific actions. Most brainstorming sessions ends with the participants decided to meet again to discuss and further develop the most promising ideas. This is a common mistake. You need to strike while the iron is hot, and not just talk and talk.

In Google decided to quickly build a small prototype. It should not be perfect. It's just a physical manifestation of the idea, which should confirm or deny speculation about its prospects.

When it comes to the details, from the initial prototype may have to give up (and often exactly what happens). But when you can touch the idea, look at it from the outside, you will be able to evaluate it more soberly, test and draw conclusions.