I’ve been having a lot of discussions lately about creative thinking and brainstorming - something that I think is critical in PR, but really critical to any job that involves “abstract thought”, “fresh ideas”, or requires that one be a “problem solver.”

I started looking into some of the research and science related to brainstorming and found that there are tons of resources available that would help individuals and organizations to hone their abilities to think creatively, as well as strategies to structure brainstorming sessions so that they can be as valuable and productive as possible.

Alex Osborn, of BBDO fame, has been credited with creating the “creativity technique named brainstorming,”  In fact - he has published several intriguing books on the topic of brainstorming and creative thinking.

I haven’t yet had a chance to read his stuff, although I will be tracking down a copy of “Your Creative Power” this coming weekend. What interests me right now, without having read the formal research on this topic, is that there is, in fact, so much information available on brainstorming.

This leads me to wonder why we rarely hear about “creative thinking” skills being developed in a formalized way within organizations that rely on constant production of fresh ideas and unique counsel for clients.  Of course, some would argue that the role of “Chief Innovation Officer” is just that - a creative thinking moderator, facilitator and advocate.  But I would like to argue that every employee at these types of organizations should be familiar with the techniques that foster creative thinking - including how to successfully moderate a brainstorming session.

This skill-set is something that should permeate every rank within an organization.  In fact, if you think about those Hollywood moments where an ad agency comes up with a breakthrough concept, the excitement is absolutely electric and it infects every employee in the room.  I would also point out that this type of activity creates a synergy with and appreciation amongst, employees.

One of the age-old challenges of a brainstorm is that some individuals are often afraid to take the risk of saying something “stupid” and therefore isolate themselves from the conversation.  This can be a real problem in a brainstorm situation, but I think it can easily be overcome by a moderator that is encouraging, trustworthy and proactively inclusive of everyone in the room.  Thus, the fear to open up your mind to others is, in effect, not a good enough reason to dismiss the need for exercises in creative thinking.

Now, everyone wants to say that they are a creative thinker - and I really believe that most people are.  I think the missing component in many organizations is the skilled moderator, and that’s where improvements should first be made so that you can start delivering some powerful results for your business, your client’s business, or even just improve the relationships within your workplace.

Once I finish doing some research on the topic, I’ll pull together a follow-up post to this one, with some of the techniques, strategies and ideas that I dig up.  In particular, I’ll be looking to create a an evolving “profile” or job description of the moderator - which I think is an interesting role, personality, and character even outside of the workplace.

(As a side note - I’m also going to be thinking a lot about FriendFeed and how brainstorming happens almost organically there.  When rhetorical questions are posed, the ensuing 75 comments frequently become a beautiful string of original thought, and in essence, a brainstorming session.)