Perhaps you have heard it said that there are two kinds of people: “right-brain” people, who are creative, and “left-brain” people, who are logical. Maybe you have even labeled yourself as one or the other. Although some people’s abilities may seem more pronounced than others, everyone has a logical side of the brain and everyone has a creative side of the brain. Did you know that you have the biological capacity to be creative and brainstorm new ideas? The challenge is in knowing which side of the brain to give control to and when. Through the “clustering” method, you can create a brainstorming environment that invites creativity.

Here’s the thing, when it comes to brainstorming, the left brain needs to get out of the way so that the right brain can let ideas flow uninhibited. The left hemisphere of the brain processes details one at a time and thinks linearly but the right hemisphere of the brain processes the whole picture all at once and thinks in images. Where the left-brain sees a pimple, the right brain sees a face. In writing, the left brain interrupts your train of thought to tell you, “wait, you need a comma here,” or “there’s a better word for that…” On the other hand, the right brain is poetic and captures color and emotion; it can see the big idea, but it might not be able to fully articulate it. The left side of the brain views a brainstorming session as “the hunt for the best idea”; however, the goal of brainstorming is not to find solutions but to create ideas.

The Clustering Method

So now you might be thinking, “Okay Kara, but how do I intentionally activate the right side of my brain?” The best way that I have found to allow a cascade of right-brain ideas is through the “clustering” method. Clustering is also known as a creating a “web” or a “mind map.” You can create a cluster by putting a topic in a circle in the middle of a blank page and recording each thought that follows over 1-2 minutes. Each new thought creates a line that jets out from the center circle and creates a new circle, and so on. Keep recording your thoughts as quickly as they come until you feel like all your ideas are on paper. See my example in the image below.

Because clustering is non-linear, it gives your brain permission to spout ideas that might not be obviously connected or fully fleshed out. In order to keep ideas from bouncing around in your head with no place to land, you need to get them out on paper. Your brain is meant for creating ideas but not for storing them. When brainstorming, everything is valid and should be written down. Don’t decide in the moment whether or not an idea is useful—leave that for the time when you can let your left-brain step back in and say, “we can’t afford this,” or “first, we need to take these steps…” Although the left side of the brain can disrupt the creative process, it plays an important role as editor-in-chief, C.F.O, and C.E.O.—but that should only come into play after the brainstorming session is over and ideas have been captured.

Clustering is not limited to writing and can be used for any kind of expression or whatever your mode of creativity is for your business. It can be used to plan events, resolve conflicts, or create presentations—anything that requires some thought. I use clustering in academic writing, but I also use it to gather my thoughts for simpler tasks such as writing a birthday card or thank you note. I used clustering to write this blog post, of course (see image). Notice, not everything on the cluster ended up in the post (such as my Toy Story 4 example), but dumping ideas out for a minute or two cleared my head enough to create a pathway for writing. Once I felt I had all my right-brain ideas recorded, I then allowed my left-brain to consider structure and word choice.

Whether you use clustering to write, express creativity in other ways, or capture business ideas, the concept remains that you just need to give your brain permission to be creative. If you find it challenging to brainstorm, it’s not because you aren’t creative, but perhaps you are approaching the process with the left side of your brain. There’s an entire “right” side of your brain full of ideas, just waiting for an opportunity to be shared and written down.

Other Tips For Brainstorming:

  • Set a timer: A little bit of pressure can force you to dump ideas down on paper without the pressure of a fully formed thought; it doesn’t need to be fully formed in order to be valid. When the timer goes off, you’ll see a full page of fresh ideas, which you can then sort through.
  • Create a voice memo: If you are inspired while driving or aren’t near paper, just record yourself rambling ideas out loud and write them down at another time.
  • Take a break: If you find that you are coming up dry or you just can’t focus while brainstorming, it’s always a good idea to take a break, get some exercise, do a chore around the house or do something that doesn’t require much thought. Your brain might need this processing time before it can get back on track with ideas.

Sources:
Writing the Natural Way by Gabriele Rico
Manager Tools podcasts: Brainstorming Part 1, Creativity Basics
https://www.manager-tools.com/2006/07/brainstorming-part-1-of-2
https://www.manager-tools.com/2016/10/creativity-basics