3. THE TABLE PLAN
* “Anyone can have a great idea.” This politically correct mantra is completely wrong. Many people are not good at idea generation and should not be involved.
* “When running a brainstorm, the more the merrier.” This notion is also false. The maximum number in any ideas session should be eight, and research shows that the optimum number is four.
* Even then, research also shows that individuals generate more relevant and inspired ideas when working on their own, so if in doubt, ask individuals to work on the brief on their own.
* If you have decided that you do need to convene a meeting, think very hard about who can come. Do not succumb to ‘involving’ or ‘appeasing’ people – the end result is always worse.
* Scrutinise every attendee for their relevance, skill, and ability to work with others in a productive and disciplined way. Design a table plan to suit.
* If they can’t come, then do not accept a poor substitute – move the meeting so exactly the right people can come together.
EXERCISE: Scrutinize the brief. Interrogate the subject matter and work out who is best equipped to tackle the problem. Scan the entire company for suitable candidates. If they do not exist, look beyond the payroll to suppliers, partners, consultants, advisers, and others who could make a difference. Build the ideal team for the meeting and don’t compromise if the logistics prove complicated.