The non-judgmental component is important as a liberator of ideas. It is a known psychological fact that, when ideas are filtered through preconceived ideas, biases, prejudices or limits before being uttered, creativity is stultified and neither the individual nor the group will become aware of many potentially useful, breakthrough concepts. To encourage participation from the entire group, it is imperative that there be no initial judgment on or discussion of any of the ideas that are generated. Not only does judgment hinder the association or thought process it also slows down the exercise and discourages participation. The pace of the brainstorming exercise is critical.
Participants usually contribute greater quantity and complexity of ideas only when pushed to do so.
Often a quicker pace will encourage a more effective and exciting process. It is important that the participants are focused on the same objective, otherwise the information collected will be less relevant and applicable. Decide on your limits. Generate excitement and enthusiasm. People can only be creative when they are in a positive frame of mind.