Brainstorming and its Variants
Classic Brainstorming from Osborn (technique dates back to Asia some 3000 years ago)
Structure:
A leader or chairperson. Many ideas from typically 5 core members and 5 guests. Core members serve as pace setters. Rotating chairpersons provides two benefits (Majaro
1992).
(1) provides every member of the team with an opportunity to act as the leader thus enlarging the network of experienced staff.
(2) Removes the psychological barrier of implied hierarchical authority.
(3) Encourage wild ideas
A scribe to take the ideas down - flip chart or use audio-visual equipment.
Topics and guidelines for brain storming a) simple or easy to diagnose problems are more suitable for brainstorming b) topics or problems for which data and knowledge are available c) the shared will or intention to solve the problem d) problem finding/solving e.g. trouble-shooting problems are ideal e) exploratory creativity – e.g. new product concepts, new market segments
Unsuitable topics for Brain Storming a) problems with only very few answers. (where should we place our plant extension – when only one location is available?) b) problems requiring a higher level of authority for adjudication. (how can we replace the boss with a more creative person?” c) Subjects requiring specialised technical or professional expertise outside of the competences/understanding of the panel.
Preparation of and Running the Session
Make the team clear of the aims/task
Suspend judgement (free wheeling)
State the problem and claify
Record the problem along with any re-definitions produced by the group
Pick the best redefinitions for idea generation
Generate Ideas Go for quantity of (wild) ideas.
A warm up exercise or a dummy brainstorm can be helpful.
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At the end of the session ideas by the team individuals will most likely continue so after an incubation period, ensure the scribe keeps track and updates the lists at the evaluation, especially if it is postponed for a few days
Brainstorming Variants
1. Wildest Idea Variant
Wild ideas can spur others onto more practical solutions. If none are forthcoming then it may be necessary to suspend the session and ask members to write sown fantasy solutions. Then reassemble the group and brainstorm each fantasy idea until a realistic idea is found.
2. Stop & Go Brainstorming
Similar to classical brainstorming except for the fact that the session is divided inot segments with small (5 to 10 minute breaks). This way members can gather their thoughts and continue
3. Round Robin Brainstorming
Shout out ideas at random with each person asked to make a contribution. Kepp repeating until ideas dry up or set time expiries
4. Gordon Little Variation.
Avoid premature halting of creative thought processes based on the premise that the solution has now been found. The leader will introduce the problem in an abstract way, progressively redefine the problem and then reveal the original problem to the group later on in the session. The previously generated ideas are then used as a stimulus for practical solutions to the problem
5. Trigger Method (Bujake 1969)
1. State the problem
2. Individual members record their ideas in silence
3. One member is asked to reads out their ideas to the rest of the group
4. Discuss these ideas with the rest of the group to develop variations on the ideas or even new ideas.
5. Repeat the procedure until all ideas have been discussed.
6. Brainwriting
Good for large groups. Each member puts ideas onto index cards or “stick it” note pads
To do this on ones own
1.
put ideas onto index cards or “stick it” note pads
2.
Pick or be asked a question that requires a new fresh answer
3.
Sit down, relax and write down every idea on a separate card
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7. BrainLining (from Peter Lloyd) – essentially
“Brainstorming- On Line” ref
Proctor 1999. p125 for rules
Further Readings:
Majaro S (1992, chp 7) Managing Ideas for Profit.
McGraw-Hill
Osborn, A. F (1963) Applied Imagination- Principles & Procedures of Creative Problem
Solving Charles Scribner’s Son
Proctor. T (1999, chp 6) Creative Problem Solving for Managers. Routledge
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