Brainstorming is the raw material generator for your strategy. It is deceptively simple, yet most people do it poorly by mixing creation with judgment. To map effectively, you first need a mess to map.
You cannot just "brainstorm." You need a container to hold the chaos. Without these four elements, brainstorming becomes wandering.
Not a research question yet. A focus area.
"What is involved in Project X?"
15–20 minutes maximum. Limits overthinking.
Sticky notes or a list. Must see all at once.
Explicitly allow messiness. Suspend the internal editor.
Start with a broad prompt like:"What's everything involved in [Initiative]?"
15 minutes. No distractions. Go.
Write every noun, verb, feeling, tool, person, or goal that comes to mind. Do not organize. Do not filter. If you think "I'm hungry," write it down and move on.
When the timer dings, put the pen down. Step back. You now have your Raw Clay.
Self-editing ("Is this relevant?") kills the associative flow. You miss the hidden connections.
Trying to categorize items as you write them forces a structure before you understand the domain.
The first 5 minutes are clichés. The next 5 minutes are obvious. The last 5 minutes are where the unique insights live. Push through the silence.
Brainstorming is Pre-Map. You generally don't even need a research question yet. The brainstorm itself can reveal the question.
You know you need to decide "Build vs Buy for Auth."
→ Brainstorm specifically components relevant to Auth, Security, Users, and Budget.
"I feel stuck in my career but don't know why."
→ Brainstorm *everything*. Then look for tensions. "I have 12 items about tech skills but 0 about what I enjoy."
That gap is your map.