For any question, there’s at least one good answer. Perhaps you need to come up with new ways to recruit and retain Rotary club members or to better manage your business budget. You might jot down thoughts, ask others for their opinions, mine articles and conversations, or peruse suggestion boxes and Internet blogs. You’ve got some ideas, but you’re looking for more.

That’s when you brainstorm.

“If there’s an unresolved issue, uncertainty over which action to take, or a lack of fresh ideas, then brainstorm,” says Dev Dion, principal of the Boston-based Management Tools and Information Services, Inc. At the Rotary Club of Portland, Ore., USA, he and his fellow Rotarians have used brainstorming to whip up ideas for branding their club, attracting new members, and increasing the sense of community within the club.

 The perfect storm

“Brainstorming together helps everyone steer clear of stale ideas and look at things in a new light,” says Ginger Johnson, owner of Snap! Creative Works and a member of the Rotary Club of Ames Morning, Iowa.

Even though brainstorming itself is unstructured and spontaneous, in order to get the most out of a brainstorming session, it’s important to be prepared.

Know your objective. A clear and simple goal will increase your chances of success. “A good session presents the problem itself, not the symptoms,” says Jay Hamilton-Roth, owner of Many Good Ideas, a creative marketing consulting firm in Mill Valley, Calif.

Pick your people. “You want a mix of life and occupational experiences,” Hamilton-Roth says. An ideal group is made up of 4 to 10 people, from the top ranks on down, and from different backgrounds and departments. Everyone needs to be aware of and in agreement with the objective.

Appoint a facilitator. The facilitator leads the group, managing the brainstorming process and keeping track of its direction and the time. This person needs to take down ideas so everyone can see them, using a flip pad, overhead projector, whiteboard, or chalkboard.

Find the best environment. Select a spot where you can focus without interruptions. A conference room can work, but a room with comfortable chairs, fun décor, or a view can stimulate ideas and provide a fresh perspective. Make sure there’s enough space to get up and move around. In fact, don’t be afraid to venture outside. “You smell, hear, and see things that can help you draw different connections,” says Johnson.

Choose your approach. Telling people the goal in advance gives them time to start thinking of ideas, says Johnson. On the other hand, not knowing can allow people to be more spontaneous.

Brainy day

Once the group is assembled, start with a bit of structure. Write the objective where everyone can see it and encourage everyone to contribute. Lay down some ground rules, such as respecting all ideas and refraining from criticism. Unexpected ideas can’t surface when participants feel inhibited.

“Negativity can shut down everyone in the room,” Hamilton-Roth says, “because anyone could be next.”

Even though you have a stated objective, don’t hesitate to go with the flow. “Embrace each idea to see if there’s something innovative there,” recommends Jerry Hobby, CEO of Anything Internet, a Web site developer in Houston, Texas, USA, and member of the Rotary Club of Sharpstown (Houston). “Be careful not to guide their thinking too much.”

Johnson agrees. “If someone’s idea shifts the focus,” he says, “then shift.”

Balanced participation is also important. “Some people remain silent until their idea is well-hatched,” Hobby says. If necessary, gently probe the quiet ones for their thoughts.

After the storm

The brainstorming may be over, but that doesn’t mean the work is done. The days after a brainstorming session are often when people come up with the best ideas, says Johnson.

But even though enthusiasm and energy can continue to reverberate, a successful result demands action. “The biggest problem with brainstorming is analysis paralysis,” says Hamilton-Roth. “Ideas are easy. Doing something about them is hard.”

Dion’s Rotary club brainstorming sessions, he says, “gave our incoming president a lot of terrific ideas for community building.” Some that the club has carried out include pairing up new members and older ones for dinner and organizing “Pinot Noir with the President” evenings.

“Because it’s a group effort,” he says, “people feel they own the solution.”

Claire Sykes is a freelance writer based in Portland, Ore., USA.