The power of brainstorming. What do the Pyramids of Giza, Ford Model T, and Microsoft Windows all have in common? It’s quite elementary. The process for each of these creations began with three key elements: a brain, a writing instrument, and a form of paper. These essential elements in creativity have developed so many of the wonderful and innovative concepts known to man, such as the wireless telephone, office stapler, and skyscraper. Of course, the list of ideas conceived with these elements throughout the centuries is endless. As complex as each one of these breakthroughs was (including the stapler), they were all developed in the human brain, written down on paper, and shared with others. All of these ideas are the results of powerful, successful brainstorming.
Bringing it all together. Throughout this book, you’ve learned ideas on improving the communication process. These ideas have included how your brain thinks, how to develop works for your reader, and the benefits of handwriting. The following paragraphs review elements of these concepts and introduce you to ideas for brainstorming and editing with the overall goal to create first-in-class communication.
Relax your mind. You’ve got a project that must be completed by the end of the business day. You’re sitting at your desk and thinking to yourself, “I really need to think.” To achieve optimum thinking, you’ve got to peace out; in other words, get your brain into the mind-wandering mode. As you learned in Chapter 4, the ways to retreat to the mind-wandering mode include the following:
• Listening to your favorite music
• Going for a walk
• Reading a few inspirational quotes or jokes
• Talking with a colleague
• Meditating
Composition and aromatherapy? Another way to relax before you compose is with your nose. Studies have shown that it’s not only lavender you can use to relax; smelling citrus may help too. Citrus aromas are often useful in curbing stress and anxiety, as well as helping with digestion and nausea. Because we are all different, you may want to experiment with various citrus scents to find the one that has a positive effect on you.
When is it best to brainstorm? Your brain is working at its peak performance in the morning, because creative activity is highest during and immediately after sleep. As the day unfolds, analytical parts of the brain become more active. For most, the morning is the best time to think of solutions, create, and compose. As the day goes on, just like our body, our brain slows down. If you must send a communication later in the afternoon or early evening, take a moment to relax before you compose. In doing so, you’re building energy to improve your focus and thought process for composing.
Need extra help? If you’re challenged with a particular problem and cannot come up with a solution—consider sleeping on it. Before you fall asleep, think briefly about the problem. You may find an answer to this challenge when you wake up. How often do you have a great idea in the shower?
One, two, or twenty? As you begin the brainstorming process, consider who your audience is (you’ve probably heard this many times). Are you writing to one person or a large group of people? How much knowledge does your audience have on the topic? Furthermore, you may find applying A.R.T. during the brainstorming process to be helpful. Write A.R.T. on the top of your page, and consider not only the key points you plan to convey, but also how you can capture the reader’s Attention, provide Relevance, and deliver a Takeaway.
Which style do you prefer? You’re about to begin a new work of A.R.T. In developing your communication, do you have a brainstorming style you prefer? Before you begin to compose, identify the style of formatting you’ll use while brainstorming. The three most popular are listed below.
• Create a list
• Use index cards and write a different thought on each
• Apply the mapping method on paper or whiteboard
Special Note: Avoid organizing your thoughts on paper or screen during the brainstorming process. Simply enjoy writing them down. Keep in mind, if you’re seeking additional brainpower, use your non-dominant hand to write, which allows you to tap into more creativity.
Think, think, and think. Write everything down that comes to your mind. Even if it sounds a bit strange, you’d be surprised where a thought can lead you. In addition, let your mind wander! As we learned at the beginning of the book, mind-wandering is the natural state of the brain, and it is essential in creative thinking. Researchers at UC Santa Barbara have shown that people whose minds wander more are highly creative and better problem solvers. They are able to work on the task at hand, while simultaneously processing other information and making connections amongst ideas. For instance, you’ll find you do some of your best mind-wandering (thinking) when driving or working out. Researchers also found the ability to come in and out of mind-wandering at will is very significant and the hallmark of the most creative people. How often does our mind wander? Again, we spend over 30 percent of our time in the mind-wandering mode.
Looking to ensure you’ve got it all? Support your brainstorming by applying the journalistic approach to writing. Do you remember learning this concept back in elementary school? This approach is not only easy to remember, but it’s also quite thorough. Therefore, consider the who, what, where, when, why, and how while you’re thinking and writing. Along with the word A.R.T., you may even want to write these words on your paper to help facilitate more thinking.
The rough draft. You’ve got it all down: you can’t even think of another word that could add value. “Start your engines” and organize your ideas on paper or type them on the screen. Develop your rough draft by focusing on the main point or body of the message first. Because the scope of your communication may change while drafting, you’ll want to save the opening and closing of the message to the end. At all costs, avoid punctuating and formatting at this stage of composing. Save this task when the entire draft is complete. Time and again, we rewrite and lose valuable time with “housekeeping.”
Good idea. If your communication is intended to be sent in an e-mail, create it first in a Word document. There are two good reasons to do so: (1) Word applications offer many tools for editing, and (2) you won’t have to worry about accidentally selecting Send before you’re finished.
Create more! What are the challenges with brainstorming as a group? According to two professors at the Kellogg School of Management at Northwestern University, there are good reasons why group brainstorming can be difficult. One reason is that the ideas brought to the table at the onset of the meeting are given more weight than ideas that arrive later in the session. In addition, “shout out” ideas are often disruptive to those participants who are thinking (especially when one is in the mind-wandering mode). What is recommended to improve these sessions? Simply request participants to either prepare ideas before the meeting or write ideas down at the beginning of the meeting. Then, these ideas are written on a whiteboard or chalkboard, shared, discussed, and voted on. However, there’s another key aspect to successful group brainstorming, which was written back in the 1940s.
Alex Osborn, a successful ad agency professional, authored a book on his many creative secrets. In his book, Your Creative Power, he outlined the essential rules of a successful brainstorming session. According to Osborn, the most important aspect of these rules was ensuring the absence of criticism and negative feedback during the session. If people were worried that the group might ridicule their ideas, the process would fail. Osborn wrote, “Creativity is so delicate a flower that praise tends to make it bloom while discouragement often nips it in the bud. Forget quality; aim now to get a quantity of answers. When you’re through, your sheet of paper may be so full of ridiculous nonsense that you’ll be disgusted. Never mind. You’re loosening up your unfettered imagination—making your mind deliver.”
Ready to re-energize? You’ve created a good rough draft, and you’re ready to edit your work. What’s the best way to prepare to review your masterpiece? Take a break. According to studies, we are unable to concentrate for extended periods of time. Taking a break from work activities replenishes your energy, improves self-control and decision-making, and fuels your productivity.
How long should the break be? Fifteen minutes is good. The key is to walk away from your desk and avoid launching into another task or reading a social website. Why? Because it’s not only your brain that requires a break, so does your body. What will happen when you return? You should feel recharged and ready to edit.
Work like an editing pro with A.P.P.L.E. Yes, one more acronym! Here’s a helpful way to remember the key elements when proofing:
• A.R.T. – Attention, Relevance, and Takeaway
• Positive approach
• Paragraphs with a mix of sentences
• Layout, appealing to the eye
• Edited for grammar, spelling, and punctuation
How do you plan to present your message to the reader? Is this communication best sent in an e-mail, post, paper letter or memorandum? Reference Chapter 2 on selecting the appropriate vehicle for your communication.
Yes! You’ve just completed editing an important communication (e-mail, letter, report). What should you do if the document is of great importance? Ask a colleague to review your work. In addition, if you have the time, review your work again the following day before sending. It’s remarkable the impact a “fresh set of eyes” has on the final edit of your masterpiece!
Our brain gets tired too. It needs energy to focus! Your brain uses more energy than you’d think. Your brain comprises 2 percent of the body’s weight, but consumes more than 20 percent of the daily caloric intake of energy. Yes, it consumes more than any other organ in your body!
What foods and beverages are good for your brain? The brain loves water! Some of its favorite foods are as follows: walnuts, blueberries, olive oil, broccoli, beets, dark chocolate, spinach, and fish. Feed and hydrate your mind! Eating small meals throughout the day helps keep you focused and happy.
