Brainstorming Boosted by Unexpected Past

Companies are now trying new ways to get more ideas from workers and the public. One experiment with marketing and sales staff at a candy firm, plus four lab tests, shows that thinking about past accidental events can spark fresh ideas. The trick is simple: ask people to remember moments when something happened that they did not plan for. This reflection can trigger a feeling of losing control, which then pushes them to act and come up with new thoughts. The researchers tested this idea in different settings, from office meetings to online groups, and found the effect holds true. It matters that people feel they can still change what happens next; if the domain seems fixed, the boost disappears.

In practice, managers could ask employees to share a time they didn’t expect something to happen before starting a brainstorming session. The exercise may make the group more motivated and creative. The study also highlights that the success depends on how flexible people think the situation is. If they believe they can influence the outcome, the idea‑generation boost appears; if not, it fades. This insight gives leaders a low‑cost tool: simply bring up past surprises to ignite new thinking. It works across industries and can help teams move beyond routine ideas. The findings suggest that our brains are wired to react to unexpected events by seeking control, and this reaction can be harnessed for better problem solving.

Actions