Even when brainstorming is done right (e.g. everyone is free to talk; don’t interrupt; no judgment; etc.), most don’t go nearly far enough.

All ideas are generated through making connection. We connect what we’re trying to brainstorm with something similar we’ve experienced in the past. The first ideas we generate will typically be the ones that are most closely related to the problem – “the obvious ones.” They make sense. They’re realistically doable. You can easily picture them being implemented.

The problem is they’re also ordinary, routine. They’re ideas any one else could come up with, like say, your competitors. They solve immediate problems, not future crises. They’re the better buggy whip or adding more Blockbuster locations.

Like a siren call, good ideas beckon you to a seemingly safe shore, when in actuality you should keep pushing forward through the even more dangerous conditions, if you want to reach your true destination.

True innovation comes after all the “good ideas” are gone. When we have no other choice, but to make new connections that seemingly don’t make sense at first. That is true inspiration. When we continue to push on, we also find problems we weren’t even aware of, the “unknown unknowns.” This is true creative brainstorming.

A good rule of thumb: When you’ve found a “good idea” that everyone agrees would work, that’s the best indication that you need to keep going.