A lot can be riding on the outcome of corporate brainstorming sessions. The list includes the need to come up with ideas for the creation and successful launch of new products and services; the development of effective strategies and techniques to address unexpected challenges; and the identification of key messages and tactics for responding to crises.

With so much at stake, business executives should take steps to ensure brainstorming meetings are as productive and successful as possible.

The L Word
According to business leaders, consultants and new research, the secret of success lies in where the sessions are held. In short: location, location, location.

Brainstorming at a physical location instead of from a virtual one—such as video platform Zoom—can help get the creative juices 0f participants flowing easier, faster and more often.

Here’s why.

The Dampening Effect
A new study published in the journal Nature found that face-to-face teams help brainstorm ideas better than those who meet virtually.

“Video meetings dampen brainstorming because we are so hyper-focused on the face in that box [on the screen ] that we don’t let our eyes and minds wander as much. “ the study found. “Staring isn’t good for creativity. While it’s rude to stare at someone in real life, it’s expected when on a video call, “ researchers said.

Better Inter-Personal Communication
Nathan Richardson founded Bariatric Journal, a resource for weight loss surgery patients. He observed that “people can focus better when they’re in the same room. With the multitude of communication tools available online, it can be difficult for participants to focus on the task at hand. This can also lead to distractions and interruptions during virtual meetings, which makes it harder for teams to get their work done.”

Ironically, his publication, the Bariatric Journal was the product of an in-person brainstorming session. “It’s a collaborative effort between creatives and doctors to create a reliable online resource for bariatric surgery. Since we’d be sharing medical information, it was important that all parties involved had a clear overview of our objectives to ensure that we were all on the same page. MORE

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