3. Ask the experts only

For generating truly innovative ideas, deep expertise in a field can actually be a drawback. In a brainstorm, we’re looking for breadth. Cross-pollination from seemingly unrelated fields can lead to authentic breakthroughs. 

4. Go off-site

By conducting off-site brainstorming sessions, you only reinforce the concept that great ideas only come on the beach or at high altitudes — not in the proximity of your daily work. 

5. No silly stuff

Don't just invite ideas to result in something the firm can market. Wild ideas need to be welcome. Brainstorming should be fun.

6. Write down everything

Obsessive note-taking is toxic to brainstorming. It shifts the focus to the wrong side of the brain. It makes the session feel like History 101. Doodles and sketches are fine. A short note that preserves a thought is acceptable. But detailed writing destroys momentum, dissipates energy, and distracts from the main purpose of the exercise: unfettered thinking. Each session should have an assigned scribe who records suggestions. And that person should not be the group facilitator.