Fuel Creativity By Drinking Outside The Box

by Travis Sheridan

In the 1960s, the Don Drapers of the world would start the morning with a brainstorming session. This would generally consist of cigarettes, a decanter of scotch, a few ice cubes and sharply tailored suits. The ideas, like the booze, would flow and creative solutions would manifest themselves. That was the golden era of creativity. Then something happened. I blame political correctness.

Thirty years later, in the early-nineties, the sharp suits were replaced with stained collars and yellow armpits. Away went the fancy office meetings with crystal decanters, and in its place were workshops in motel banquet rooms and cheap gin. The focus on creativity was substituted by a focus on productivity. Substance was gone and buzzwords prevailed. That was the dark age of creativity. I still tremble at the sight of a day planner and cordovan briefcase.

Now after another thirty years, it is time to return to our creative roots. In 2014 you can still find a flipchart here or there, however, class and sophistication must also return. Creativity and productivity are not mutually exclusive. They are interdependent. Welcome to the generation of Boozestorming. Welcome to “drinking outside the box.”

Boozestorming, in some shape or form, has probably existed for several years. It has probably lived without a voice, without structure and without clear purpose. When you really think about it, guys and gals will naturally start discussing topics of mutual interest as they sip on a delightful beverage or two. Or three. Problems get discussed and some even get solved. What if this natural occurrence can be formalized without sacrificing the organic properties that make it so cool?

Despite arguments from HR and the legal department, organizations can start Boozestorming and kick start creativity and innovation. Boozestorming is a way for people—usually smart ones—to get together, enjoy a classic beverage like scotch or bourbon, and discuss topics or problems to which they’d like to find a creative solution. Some structure and facilitation are provided, but the Boozestorming session maintains an organic feel. All that is needed are a few bottles of thinking juice for people to responsibly enjoy and a comfortable location. Simple. Perfect. Beautiful.

As people arrive at the meeting, they list a topic, problem or question on a bar napkin. These are randomly drawn and used to drive the discussion. A good session, which should last no more than two hours, covers about two to four topics. Each topic is examined and discussed based on a Don Draper-approved methodology. First talk about what is known about the topic. Here you will uncover truths and myths. Second, jump into solution- mode and have people suggest things to try in an effort to address the situation. Then, explore what the new reality would be if things actually were implemented. Finally, take inventory of what beverages were consumed – like a scientist, you might replicate the recipe of creativity.

There is something powerful and cool that grows out of creative ways of addressing stale problems. As previously mentioned, people have been sitting around, drinking refreshing beverages and attempting to solve the pains of the world. Boozestorming is a way to get the most out of what we are already doing.

Don’t believe this actually can be fruitful, fun and productive? Do you think it’s just an excuse to drink and keep the maker of Advil in business? Are you worried that Boozestorming is taking the fun out of drinking instead of putting the fun INTO problem solving? Well, you should try it for yourself. Please drink and think responsibly.

Travis Sheridan is the assistant vice president of innovation and entrepreneurship for the St. Louis Economic Development Partnership. A writer and speaker, he focuses on using innovation as a driver for economic and community development. Follow him on Twitter @TravisSheridan.