During brainstorming, all ideas are accepted without judgment to encourage creativity. Unusual ideas are valued, as innovations sometimes stem from initially strange concepts, like the iPod. Participants should build on each other's ideas using "yes, and..." instead of dismissing them with "no, but...". Focus is kept on the problem at hand by referring to a design brief. Only one person speaks at a time so others can listen and contribute additional ideas in a constructive way. Drawing and generating at least ten individual ideas aids communication and increases the number of potential solutions.

1. Rules of Brainstorming
No Judging
All ideas are good, so go ahead and write them down. No one is
allowed to judge anyone’s idea at this point.
Crazy Ideas Are Good
Wacky ideas sometimes become amazing solutions. Did you know
the iPod was called a ‘crazy idea’ in 1999?
Say “Yes! And…”
Don’t say “No, But…”
“No but” shoots down an idea. “Yes and” takes the idea, agrees
with it (no matter how ridiculous), and adds on to it.
Focus!
Focus on the problem you’re trying to solve, always look at your
Design Brief, and don’t get distracted!
One At A Time
Ideas cannot flow if everyone is talking and no one is listening. Let
others speak, then say “yes and”
Draw More
Even if you think you can’t draw, an idea of stickmen and weird
shapes is better than 50 words.
10 Each
More is Better! Each person should come up with at least 10 ideas
by themselves.
impactenterprise.sg
by IDEO