The key to brainstorming is to turn off that judging process so that ideas flow freely without anyone trying to figure out whether or not they will work, if it costs too much money, etc. People are often reluctant to offer ideas, fearing the criticism of others. If you conduct a productive brainstorming session, people will feel comfortable blurting out any thought. OUT Judgment is suspended until a later screening or evaluation session. Allowing yourself to be critical at the same time you are being creative is like trying to get hot water and cold water from the faucet at the same time.
Results are tepid.
The wilder the ideas, the better. Even offbeat, impractical suggestions may trigger in other panel members, practical suggestions which may not otherwise occur to them. The greater the number of ideas, the greater the likelihood of winners. It is easier to pare down a long list of ideas than puff up a shorter list. In addition to contributing ideas of their own, panel members should suggest how suggestions by others can be turned into better ideas, or how two or more ideas could be combined into a still better idea.