Why Brainstorming Is an Essential Part of Business Management and Growth

“If it ain’t broke, don’t fix it.”
“We do it that way because that’s the way we’ve always done it.”
You will not hear those sentiments in a successful business. You will hear them in the businesses that have gone by the wayside. Kodak probably thought that way. So did the Sydney Harbour ferry companies of the steam era (look them up), and so did the taxi industry, right up until it wasn't the taxi industry any more.
Things change quickly now. Disruptors and category killers are pushing into nearly every industry, and complacency is one of the fastest ways to watch a business die.
The Three States of Every Business
In business there are only three possible states:
- Growth
- Stagnation
- Decline
Here is the part most owners forget: you get to choose which one you operate in. Not the market, not your competitors. You. And if you choose growth, then creative thinking stops being a luxury and becomes part of how the business is managed. The simplest way to build it in is to hold regular brainstorming sessions. Done properly, they help you get ahead of the pack, create growth and clear away obstacles before they become problems.
How to Run a Brainstorming Session That Produces Results
The difference between a productive session and a wasted afternoon is structure. Here are nine steps that work:
- Identify the issues and challenges facing the business.
- Identify the right people to invite. The best ideas often come from the people closest to the problem, not the most senior.
- Categorise the issues into groups, and use those groups to shape the agenda.
- Set an agenda with realistic timelines. An open-ended session drifts.
- Appoint someone to take notes and build an action plan, with execution dates and clear roles and responsibilities.
- Remember there is no such thing as a dumb question or a bad idea. The moment people feel judged, the ideas stop.
- Outline the options, then take real time to expand on them and consider every alternative.
- Select the most appropriate course of action.
- Create the action plan and put dates on it.
Notice that the last steps matter most. A brainstorming session without an action plan is just a chat. The value is created afterwards, when ideas turn into execution.
Be Your Own Disruptor
Judge your business against your own standards, not the standards set by your competitors, and certainly not by your clients' low expectations. Don't wait for the market or the competition to push you out. Use innovation, and even the fear of failure, to drive the business forward. Great ideas are free. It only takes time and money to execute them.
What This Has to Do With the Value of Your Business
Here is the broker's perspective. When a business comes to market, buyers can tell very quickly which of the three states it is in, because the numbers give it away. A growing business with fresh ideas in its pipeline sells at a premium. A stagnant one sells at a discount, if it sells at all, because the buyer is pricing in all the catching up they will have to do. The habits described above are not just good management. They are value creation, and they show up when the business is valued or when the time comes for selling a business. The best time to become your own disruptor is years before you ever plan to sell.
Frequently Asked Questions
What is brainstorming in business management?
A structured session where a chosen group works through the challenges and opportunities facing the business, generates ideas without judgement, then narrows them into an action plan with owners and deadlines.
How often should a business hold brainstorming sessions?
Regularly enough that they become part of how the business is run, not a crisis response. For most small and medium businesses, quarterly works well, with extra sessions when a major challenge or opportunity appears.
Who should be invited to a brainstorming session?
The people closest to the issues on the agenda, whatever their seniority. A mix of roles produces better ideas than a room full of managers, and small groups usually outperform large ones.
Does innovation actually increase the value of a business?
Yes. Buyers pay a premium for businesses showing growth and a pipeline of ideas, and they discount businesses that have stood still. A business valuation will show you which side of that line you are currently on.
About the Author
Bruce Coudrey is the founder and Principal of Benchmark Business Sales & Valuations, one of Australia’s largest business brokerages, which he has led since 1999. A Registered Business Valuer and court appointed expert witness, Bruce has been involved in around 5,000 completed business sales and has valued small businesses since 2003. He was awarded the AIBB President’s Medal in 2010.
Wondering which of the three states your business is in, and what that means for its value? Contact Bruce for a confidential chat.










