• This may not be applicable, but. . .
• While we have only made a few preliminary tests . . .
• This may not work, but. . .
• This approach is screwy, but. . .
• It isn't clear that we need this, but. . .
• I don't know if the money can be appropriated, but. .
• It might be a dead end, but. . .
• Would it hurt if we did. . .
• Do you suppose it would be possible to . . .
• It may sound hair-brained, but. . .
• It may take a long time, but. . .
• I don't know just what you want, but. . .
• You probably have ideas about this too, but. .
• You aren't going to like this, but. . .
• This is contrary to policy, but. . .
• This may not be the right time, but. . .
• This idea seems useless, but. . .
• You can probably do this better, but. . .
• If I was younger and had my health . . .
• I suppose our competitors have already tried this, but . . .
• I'm not too familiar with this, but. . .
• This may be too expensive, but. . .
• I don't know what is in the literature on this, but. . .
• This is not exactly on this subject, but. . .
• I haven't thought this one through, but. . .
• You'll probably laugh, but. . .
• My opinions are not worth much, but. . .
• I'm no genius, but. . .
• Perhaps we can't sell this to the old man, but. . .
• I don't get enthused over this idea myself, but. . .
• It may not be important, but. . .
• This will need further study, but. . .
• If you'll take the suggestion of a novice . . .
• I'm not aware of all the complexities of the issue, but. . .
• Joe doesn't agree with me, but. . .
• I realize this doesn't solve the problem, but. . .
• If I'm out of line, correct me, but. . .
• Now here's a sketchy idea of what I have in mind, for you to kick holes in . . .

The brainstorm session is not the time for apologies or modesty; it is not the time for cold water or wet blankets. The chairman must stop the use of all killer phrases. By ringing the bell and having others ring the bell as soon as one is heard, he can do it with humor but with telling effect. Once the danger of the killer phrase is pointed out, most of us try to avoid the habit, but they are so much a part of our conference personality we need a reminder to retrain ourselves into thinking creatively, positively instead of negatively.

One other thing that must be made clear by the chairman is that hitchhiking on someone else's idea is not only permissible, it is very much cricket. One company hands out clickers with whom a person can get attention to hitchhike, others have people rap on the table. This hitchhike system encourages the crackling chain reaction of ideas. For example, here are a few from a brainstorm session on vitalizing tearoom modeling at Halle Brothers department store in Cleveland, Ohio, one of the most creative retailers and successful users of brainstorming in the country.

• Model more bathing suits.
• More men's clothing should be modeled.
• More children's wear should be modeled.
• Models should travel the entire tearoom.
• Increase the size of the platform—a bed on it to demonstrate contour sheets—or display other appliances on this enlarged platform.
• Fix platform as a room—a more interesting background for both models and appliances.
• Place organ on platform—get customers to come up on platform to play the organ—to start the ball rolling, plant a few people in the audience.
• Model clothes for mother-to-be.
• Have child and doll dresses alike model in tearoom.
• To promote yard goods—have model drape material around body.
• Have model drape several swatches over arm.
• Around-the-clock day—have models wear in sequence—bathrobe and curlers, shower and bath apparel, house dresses, shopping and market clothes, polo coat, working in the garden, lunch dress, afternoon dress, evening apparel, etc.
  

A brainstorm session isn't a place to be polite. No one should drown out the other members, but there should be no hesitation in speaking out, right on the end of another idea. One idea will tumble right on top of another.

This is the pattern, and therefore there is an easy way to handle the floor-holder. In a regular conference he is never headed off. The Niagara of words is not halted by polite throat clearings, "Well, Joe, that's right, but . . ." interruptions, or feet shufflings. In the brainstorm session the chairman can cheerfully interrupt him by saying, "Fine, now another one," "Please get it in one or two sentences," or even by slamming the bell. If he insists on holding the floor, don't invite him next time. There's a deadline, and there are ideas to be born.

Brainstorms are not long-drawn-out conferences. They are quick commando attacks, which can be fitted into the dozen busy schedules of the participants. Since judgment will come later, there is no need for the long-drawn-out discussions, debates, feuds, diplomatic language, and the ploymanship of the regular conference. Ideas are not to be sold, defended, or attacked. In a brainstorm ideas are merely tossed on the table to be sorted out and discussed later.

The most productive brainstorm session in history would be wasted if there was not an efficient way to capture every idea. The best ideas, in fact, quite often would be forgotten. Because of the very nature of brainstorming, the members are not trying to catch and evaluate ideas, but rush on to the next one.