This article discusses ‘brainstorm’ interaction in a multimodal perspective. It shows how an innovation workshop facilitator is ‘doing facilitation’ by not only organizing group activities and managing turn-taking, but also drawing each group member out to participate actively and contribute to the group process. Institutional goals are transformed to individual conversational participation. Participants are helped to express their thoughts and engage in a social process of clarifying, developing and refining ideas. In the process the facilitator is socializing the participants into (...) a particular participation framework, letting them collaborate in shaping a local community of practice. The facilitator is separating phases of activities to afford decoupling actions, creating specific local sequential environments for participants to produce particular kinds of talk, thus engaging a group of participants in a social process of collaborative idea development. The article will show how multimodal orientation to a range of semiotic resources is used to manage topical talk, elicit talk from a particular person, manage speaker transition, secure progression and shifts, perform shift in participant identity and elicit talk performing particular social actions, explanations and accounts. A process is shaped in which collaboratively produced underspecified ideas are turned into ‘noticings’ in order to create slots for them to be explained and accounted for so that individual cognitive processes are made available for treatment in a social process of idea development, and selection of ideas is prioritized over discussion/rejection. (shrink)