I often get asked how products like Facebook do it—grow so fast and so organically. Facebook possesses four messaging attributes that can be difficult to come by individually, let alone in one package:

1. A universally appealing value proposition
2. The network effect (where the value proposition grows even stronger as individuals bring their friends into the fold)
3. A user experience that is second to none (yes, amazing design is a messaging variable)
4. A “price” that is free.

Even still, the growth of sites like Facebook is never 100% viral, because media support is always present—a factor caused, of course, by their rapid growth rates.

Your employees and colleagues have a wealth of experience and lots of ideas. So why aren’t your brainstorming sessions generating the results you want?

According to Michael Myser, there are three simple rules you need to follow to ensure success:

First, brainstorming sessions are structured events that produce valuable results. Define what you want to accomplish ahead of time, and communicate the goals in advance. It is extremely important that participants have time to mentally prepare.

Second, set specific session rules, including time limits and ways to resolve arguments and criticism.

Third, make sure you have a leader. This should be a person that the brainstorming participants feel comfortable (so even far-out ideas are embraced) and willing to keep things on track (Michael Myser, “When Brainstorming Goes Bad,” Business 2.0, October 2006.)

According to a McKinsey & Company study, more than 70% of senior executives said that innovation will be one of the top three drivers of growth for their companies.

Unfortunately, at the same time they also said they were “generally disappointed” in their ability to promote it—but they knew intuitively that any sustainable effort must be grounded by their company’s people and culture.