Brainstorming

Description:

Brainstorming is a simple way for a group to generate multiple ideas such as possible solutions to a known problem.

When to Use:

When we need as many ideas as possible on any "How to "OR " process improvement " problem using the classic method of round-the-table suggestions.

Method:

1- An unstructured brainstorming session proceeds as follow:

• The topic is agreed on and written in clear terms in view of the group.

• The leader/ facilitator asks for ideas from the group.

• Each idea is written down without discussion, analysis, or criticism.

• The process is continued until the flow of ideas stops.

2- more structured ways:

• A round-robin approach involves asking each person in the group to state one idea and write it.

• If they have none, they simply pass.

• The next person is asked for one idea, then the next, and complete.

3- final method with which the team is dealing is particularly sensitive or when the team may not yet have a high level of trust(Crawford Slip):

• asks each person to create his or her own list of ideas on a slip paper, and the Slips are subsequently given to a trusted individual who will compile them into a single list.

The anonymous nature of this method allows people to feel freer to provide their ideas, and the team will often find that several people have the same idea, which begins to build common ground.

EXAMPLE:

Here’s an example taken from one of our brainstorming creativity seminars:

Problem:

An umbrella manufacturer has an unsold stock of 500,000 old-fashioned, blackumbrellas in the warehouse. How to liberate the warehouse space while minimizing costs?

Ideas:

• Publicity carriers for firms

• Give out free in rainy town centers

• Use materialto make hats and coats

• Use upside down as irrigation devices

• Sell to UK

• Sell two as ‘Carry Kit’ to Third World

• Burn down warehouseand collect insurance

• Make giant sculpture

• Use struts as bicycle spokes

• Send to northern Norway as snow-boundairport signaling device (several hundred could be openedand closed to spell out messages to approaching aircraft!)

• Sell to Africa as parasols, etc

Best three ideas after 5-point multivoting :

1- Use upside down as irrigation devices

2- Sell two umbrellas + a pole as a ‘Carry Kit’ to Third World

3- Make a giant sculpture of an umbrella as publicity

Brainstorming guidelines:

There are four basic rules in brainstorming.

These are intended to reduce the social inhibitions that occur in groups and therefore stimulate the generation of new ideas.

1. Focus on quantity:

This rule is a means of enhancing divergent production, aiming to facilitate problem solving through the maxim, quantity breeds quality.

The assumption is that the greater the number of ideas generated, the greater the chance of producing a radical and effective solution.

2. No criticism:

It is often emphasized that in group brainstorming, criticism should be put 'on hold'. Instead of immediately stating what might be wrong with an idea, the participants focus on extending or adding to it, reserving criticism for a later 'critical stage' of the process.

By suspending judgment, one creates a supportive atmosphere where participants feel free to generate unusual ideas.

3. Unusual ideas are welcome:

To get a good and long list of ideas, unusual ideas are welcomed. They may open new ways of thinking and provide better solutions than regular ideas.

They can be generated by looking from another perspective or setting aside assumptions.

4. Combine and improve ideas:

Good ideas can be combined to form a single very good idea, as suggested by the slogan "1+1=3". This approach is assumed to lead to better and more complete ideas than merely generating new ideas alone.

It is believed to stimulate the building of ideas by a process of association.

To stay updated with brainstorming news you can see business process management tools free E-course