Title: Brainsteering: A Better Approach to
Authors: Kevin P. Coyne & Shawn T. Coyne
Brainstorming is out! Brainsteering is in! The Coyne brothers make the
case that brainstorming is ineffective. One reason is that it’s so open-
ended and overwhelming in its lack of boundaries that it actually hinders
Their alternative is to “steer” the ideation process by focusing on important
questions. They supply a bunch of them in the appendix to help the reader
get started. The questions are broken down into categories, depending on
the type of problem to be solved, such as questions to help create a new
product or service, or questions to find ways to trim costs. The authors also
provide suggestions for helping the readers create their own questions.
It’s an entertaining read with an interesting approach to idea creation. Give
it a read and you’ll be anxious to give brainsteering a shot.
V E N T U R E S , L L C