Brainstorming stages and rules
A well-organized brainstorming session includes three mandatory stages... The stages differ in the organization and the rules for their implementation:
- Formulation of the problem... Preliminary stage. At the beginning of the second stage, the problem should be clearly formulated. The participants in the storm are selected, the leader is determined and the other roles of the participants are assigned, depending on the problem posed and the chosen method of conducting the storm.
- Generation of ideas... The main stage, on which the success (see below) of the entire brainstorming session largely depends. Therefore, it is very important to follow the rules for this stage:
- The main thing is the number of ideas. Don't make any restrictions.
- A complete ban on criticism and any (including positive) assessment of the ideas expressed, since the assessment distracts from the main task and knocks down the creative mood.
- Unusual and even absurd ideas are welcome.
- Mix and match any ideas.
- Grouping, selecting and evaluating ideas... This stage is often overlooked, but it is he who allows you to highlight the most valuable ideas and give the final result of the brainstorming session. At this stage, unlike the second, the assessment is not limited, but on the contrary, is encouraged. The methods for analyzing and evaluating ideas can be very different. The success of this stage directly depends on how "equally" the participants understand the criteria for selecting and evaluating ideas.
Brain attacks
For brainstorming, two groups are usually created:
- participants proposing new options for solving the problem;
- members of the commission processing the proposed solutions.
Distinguish between individual and collective brainstorming.
A team of several specialists and a presenter participate in the brainstorming session. Before the brainstorming session itself, the leader makes a clear statement of the problem to be solved. During the brainstorming session, participants express their ideas aimed at solving the task, both logical and absurd.
In the process of brainstorming, as a rule, at the beginning, the solutions are not distinguished by high originality, but after some time, typical, stereotyped solutions are exhausted, and the participants begin to develop unusual ideas... The facilitator writes down or otherwise registers all the ideas that emerged during the brainstorming session.
Then, when all the ideas are expressed, they are analyzed, developed and selected. As a result, the most effective and often non-trivial solution to the problem is found.
Success
The success of a brainstorming session is highly dependent on the psychological atmosphere and the activity of the discussion, so the role of the facilitator in the brainstorming session is very important. It is he who can "break the deadlock" and breathe fresh strength into the process.
Alex Osborne is considered the inventor of the brainstorming method.
One of the continuation of the brainstorming method is the synectic method.
Links
- Creative Thought on a Short Leash Coyne, Clifford, Dai / Harvard Business Review Russia / April 2008 - Specifically, What Can Be Bad for Brainstorming
- What is not written about brainstorming. Undocumented features of the most promoted creative method Alexander Borisovich Sokolov, TREKO.RU
Wikimedia Foundation. 2010.
Synonyms:See what "Brainstorming" is in other dictionaries:
brainstorm- (ITIL Service Design) (ITIL Service Operation) Technique that helps a team generate ideas. Ideas are not analyzed during the brainstorming session itself, it happens later. Brainstorm often used in problem management for ... ... Technical translator's guide
Noun., Number of synonyms: 3 brainstorming (3) brain attack(3) puzzle ... Synonym dictionary
Brainstorming see DELPHI METHOD. Raizberg BA, Lozovsky L.Sh., Starodubtseva EB .. Modern economic dictionary. 2nd ed., Rev. M .: INFRA M. 479 p. 1999 ... Economic Dictionary
brainstorm- "BRAIN STORM" proposed by A. Osborne in the 40s. 20th century the way of organizing the group generation of ideas, on the basis of which the rest of the methods of group creative thinking. This method, first of all, pursues ... Encyclopedia of Epistemology and Philosophy of Science
BRAINSTORM- BRAINSTORM. Same as brainstorming ... New dictionary methodological terms and concepts (theory and practice of teaching languages)
Brainstorm- An approach to problem solving in which people come together and spontaneously put forward all kinds of suggestions about how to solve the problem. It is important that at this stage not a single sentence is critically assessed, otherwise it may be violated ... ... Great psychological encyclopedia
brainstorm- a method of fast search for solutions based on their generation in the process of brainstorming by a group of specialists and selection better solution, based expert assessments... The Delphic method is used for expert forecasting by ... ... Dictionary of economic terms
BRAINSTORM- (from the English brain storming storming of the brain) a method of intensifying the process of group search for solutions to problems. It provides for the stimulation of creativity and productivity based on the proposal, which with the usual methods of discussion and decision ... ... encyclopedic Dictionary in psychology and pedagogy
Brainstorm- teaching method, one of the modern forms of group studies in secondary and higher educational institutions... The problem of M.sh. search or development of the optimal solution to the task. The preliminary stage M.sh. is a situational analysis. M.sh. ... ... Pedagogical terminological dictionary
BRAINSTORM- an approach to problem solving in which people come together and spontaneously put forward all kinds of assumptions about how to solve the problem ... Dictionary of career guidance and psychological support
Sometimes in the life of any person there are moments when, in order to answer a question, it is necessary to use brainstorming. It can be both collective and single, it all depends on your capabilities and situation.
What is Brainstorming?
First, let's figure out what it is. Brainstorming is a kind of active thinking, for example, thinking about a thought that surprised us, trying to draw conclusions, writing an article, and much more. You must understand that most of their lives, almost all people think passively. A mini-model of brainstorming can be considered the solution of any geometric problem. This way of thinking was proposed by the American Alex Osborne back in the 40s of the last century. Its main idea is to separate the generation of ideas from criticism.
What is it for?
If you are tired of uncertainty, nonsense and inner emptiness, then it's time to change yourself, and brainstorming will help you with this. This means that your thoughts must be refreshed: turn off your phone, TV, computer, retire for a few hours and prepare a clean notebook with a pen. Then ask yourself a question, for example, "What is the meaning of your life?" Constantly think, what is the most important thing in life? What is its meaning? What is your mission and what should you focus your maximum efforts on? There may be many more questions in this list, you yourself can decide which ones will be here and which ones will not.
Brainstorming organization
If you have set yourself a problem, but cannot solve it, then this method will help you. This means that you should not limit your space and time, but should try to think differently. The most accessible is individual way holding it, with the help of which you will save not only your own time, but also the time of other people. However, it is considered more effective. It usually involves 5 to 10 people.
But where should you start if you don't know what brainstorming is? It consists of three main components, namely:
- Organization questions and problem statement.
It is necessary to gather people (for a group brainstorming session) and decide what task you face. You also need to choose a moderator who will write down all the ideas that arise and follow the process of solving the problem. It is good if it is an energetic and active person.
- Brainstorming itself.
These are directly suggestions different methods solving the problem, the number of which is not limited.
First, you need to remove all duplicate and unrelated options. The most suitable ideas are refined.
You must understand that brainstorming is very effective method solving the most difficult problems. The process of finding the answer to a question should be treated with such a responsibility, as if your life depends on whether you find it or not. You need to write down absolutely all the ideas, thoughts, words and concepts that appear in your head, so that later there will be plenty to choose from.
Brainstorming preparation
- Form a group of idea generators (usually 5-10 people). It should be creative people with a mobile, active mind.
- Form an expert group, which will analyze all the ideas put forward and select the best ones. In practice, the generators themselves often act as experts after completing the presentation of ideas. In advertising agencies, the creative director acts as an expert.
- A day or two before the assault, send out a notification of the assault to the participants from brief description topics and tasks (brief). Perhaps someone will come with ready-made ideas.
- Prepare everything you need to write down ideas and showcase your list. The options are:
- Board and chalk
- Sheets of paper on tablets and felt-tip pens
- Multicolored stickers
- Laptop and projector
- Assign a brainstorming leader. In most cases, the presenter is known initially, and he organizes the brainstorming.
- Choose one or two secretaries who will capture all the ideas.
- Set the duration of the first stage. Usually about an hour, in creative agencies, of course, longer. After all, generating ideas is their main job.
Participants should be aware that time is limited and they need to come up with as many ideas as possible on a tight deadline. This activates, makes you give your best. Clear timing is the same required condition for the participants in the assault, as the length of the distance for the runners.
- Set a task. What exactly do you need to get as a result of a brainstorming? Write down the problem so that it is visible at all times. Statement of the problem and useful information also contained in the brief, which was distributed in printed form.
Participants must clearly understand why they are meeting and what problem they are going to solve. In brainstorming, confusion of ideas is encouraged, but not confusion of tasks.
At a minimum, each idea should be tested using a short questionnaire like:
- Solution within the law?
- Is the idea realizable before June 10?
- Are the estimated costs reasonable?
- How will this idea, if implemented, fail?
When there is a brief general criterion such: an idea from a brief or not from a brief? The decisive word in evaluating ideas belongs to the creative director.
Develop ideas. Group them into trends. Try to "marry" elements of different hypotheses. Sometimes the best ideas come from combining two less flamboyant sentences. Creativity perfectly manifests itself not only when creating new ideas, but also in working with existing ones.
Use morphological method: do not be lazy to draw a table similar to the table of a football championship, where each team, .. - that is, the idea - has to "play" with each.
Tag ideas on your list:
- + + very good, original idea
- + not a bad idea
- 0 could not find construct
Discard obviously banal, dead-end, unproductive ideas.
It is believed that only 10-15% of ideas are acceptable, but some of them are quite original. It is valuable if the “surviving” ideas line up in a logical chain - advertising campaign.
Brainstorming Lead:
- The leader (facilitator, moderator) alternately gives the floor to the idea generators so that they do not clamor all at the same time. Ensures that all participants in the assault have an equal opportunity to speak out. The facilitator can contribute his ideas on a par with everyone else.
- Correct, but decisive suppresses criticism ideas that almost always arise involuntarily, especially at first.
Typical idea killers phrases and how to answer them:
- - Nothing will come of it. "Of course, if you don't develop this idea, nothing will come of it."
- - It doesn't work - "But that's not a bad idea, is it?"
- - This is too much - "So what?"
- - The client will never approve of it - "What if he approves?"
- - So what is original about that? - "The fact that no one has suggested it before."
- - Anyone can come up with this - "Exactly!"
- The facilitator ensures continuity in the presentation of ideas. He by all means does not allow the clamping of "bad" ideas, removes the fear of participants "blurt out something wrong."
The friendliness of the leader stimulates the generation of new ideas among the group members. But he should not praise too much, even apparently successful hypotheses, so as not to violate the equality of the participants in the assault.
- The host follows the regulations. Reminds you how much time is left until the end of the session. Tactically stops the creator, who expresses his idea for more than half a minute. Brainstorming is an intense, fast-paced creative process.
The art of a brainstorming leader lies in the ability to liberate the thinking of members of a creative group, to inspire them for free self-expression.
Brainstorming management techniques
To "warm up" the generators:
- An extraneous but burning topic is thrown in. For example, beer, what is it? - Cold! - Light! - White foam! - Our everything! The presenter uses the most original epithets as an example.
- The presenter has 300 rubles at the ready and he begins to give out a gold piece for any replica of the participant. This trick is just to warm up! In an assault, encouraging ideas with bonuses is harmful.
- Idea generators are given badges on which they write pseudonyms invented right there - names historical figures, heroes of films, names of plants. Then all in turn turn to each other on "you" with any question. Just to create an atmosphere of "one circle", where there are no elders, no juniors, no bosses, no subordinates, no experienced, no novices. There are “other” people who can say any nonsense, because it is not Sidorov who puts forward “such a stupid” idea, but Archimedes. The very choice of nicknames is a fun procedure that creates a creative mood.
- Before the attack, the leader motivates the creators. Emphasizes how important it is to wipe your competitors' nose and win the tender. Expresses the hope that, perhaps today, the group will find an advertising idea that will take the Golden Lion in Cannes.
To activate the generation process (by Michael Mikhalko, Judit Rich, etc.):
- "National" solutions. How would an English lord solve the problem? Suggest a graceful French solution, a wasteful American one. What would a hot Spanish macho say? How would hardworking Chinese resolve the issue?
- Empathy method. Empathy is getting used to, imagining oneself in the place of another. The participant of the assault must say to himself: "I am the object in question". So, for example, if an advertisement for beer is invented, the creator says: “I am beer. I'm standing on a shelf in a store. I am cold, golden, transparent, hoppy. What can I do to get that guy over there to pay attention to me? What if I suddenly start turning slowly? Or jingle? "
- Direct analogy. The advertised object is compared with a similar object in nature, technology, etc. For example, to increase the visibility of the label, you can consider the coloring of flowers, butterflies.
- Symbolic analogy. The essence of the task or its possible solutions it is proposed to formulate in the form of metaphors, for example, for beer - "a breath of pure coolness", "keeper of tradition", "message in a bottle from nature itself." A beautiful metaphor can lead to a beautiful idea.
- Fantastic analogy. The participants in the assault formulate the main unremovable obstacle that interferes with the solution of the problem, and then - for a while - "cancel" it! They admit the existence of eternally fresh beer, the disappearance of gravity, the intervention of fabulous gnomes.
- In the shoes of the consumer. The facilitator appoints the participants as representatives target audience for example, in the case of beer, by football fans. When you change the point of view on the object, new solutions come.
- Keep it simple. Participants simplify their ideas as much as possible and express them minimum amount words. Fewer words - the essence is clearer.
- Be like children. Explore the problem as a child would. Ask obvious questions. Find answers that will satisfy your child.
- Forward to the future! Think about what will be, not about what is today. Don't be limited by reality. Imagine the future!
- What do the figures tell you? Choose some shape, for example, a triangle, and try to determine the connection between it and your problem. The same - with volumetric figures (ball, cube, pyramid ...), spectrum colors, numbers and other semantically rich objects.
- The wisdom of the great. Refer to the collections of aphorisms. It is better to take aphorisms that contain keywords on your topic.
- Associations. The generators name the first word that came to their mind when announcing the topic of the assault. Or the "Dictionary of Associations" is used. Let the associations develop freely.
- Method by contradiction. Great insights can come when, instead of thinking about how to do something, you try to decide how not to do it.
- Draw an idea. The facilitator asks the participants to draw up the following sentence in the form of a picture. And let everyone try to interpret what is drawn.
- Interpret me!“How did you understand the words of N.?”, The presenter asks one, the other. Then N asks: "How correctly have we presented your idea?" Interpretations often develop the original idea well, which is also recognized by the author.
- Breast on the embrasure. If the level of ideas has decreased and only banal, practical proposals without a "zest" began to arrive, the presenter himself begins to introduce eccentric ideas. Or suggests 5-10 minutes to generate only fantastic ideas.
- Active pause. Hearing a valuable, promising, from his point of view, statement, the presenter announces: "Let's keep quiet for 3-4 minutes, and then everyone will express their attitude to what has been said now." The silence is intense individual work, as a rule, develops the expressed idea.
- Useful from time to time group self-reflection, that is, rethinking the ways of interaction between participants. Questions: “How do we work? What is stopping us? What turns out well? " and so on. Often the group itself finds ways to improve interaction.
- The truth is in the legs. Participants spend part of the brainstorming while standing. It shakes, prevents the generators from leaning back in their chairs and hovering thoughts in areas not related to the issue under discussion. Or generators measure the audience in steps, because some think better in movement.
- Bring the thing to life. An inanimate object can become more inspiring if you imagine it as a person or an animal. Give it personality traits. How will he behave? What voice will he have? Where will he live?
- Think globally. Climb above the subject of the assault. What are the most general trends and concepts that can be associated with your topic? Could you benefit from them for your task?
- Test Questions Method. Includes a number of the above techniques. It gives a new direction to the thoughts of the participants, allows you to skip the period of "looping" on a circle of similar ideas. Test questions "warm up" the generation, serve as a "hook" with which ideas are extracted.
- Stop, car! The presenter takes a pause and lists similar ideas from among those put forward, thereby making it clear that this direction is well developed and it is desirable to look for new ways.
Any "trick" of the leader, directing creativity, without limiting it, is good. However, creativity is such a natural, spontaneous process that the leader's task sometimes boils down to simply not interfering with her.
Imagination sessions should be happy hours. Brainstorming is when we think freely and productively in an environment of comfort and pleasure.
Types of brainstorming
Individual brainstorming
All roles - generator, secretary, presenter, evaluator of ideas - are taken on by one person. Fixation on paper, computer, dictaphone. Ideas evaluation postponed.
Creative techniques of the "stormtrooper" - lonely:
- While reading the text, grab arbitrary words. Does the meaning of a random word suggest new idea? Any text will do, even a phone book, but better lexically rich. The head of the BrandAid agency, Valentin Pertsia, looked through thick dictionaries when he came up with the names of the brands. According to him, if you keep the task in mind, in two days of such immersion, hundreds of associations are recruited.
- It is even more efficient to generate ideas based on images in magazines and photo stocks on the Internet. After all, the pictures themselves are detailed and ambiguous.
- Develop the found images using the test questions method, one of its compact versions.
Reverse brainstorming
Its goal is to maximize identify the flaws of the advertised object. Generators in brainstorming mode compile a list of existing or potential defects, limitations, contradictions of an object or idea. The negative aspects of an object or idea are exacerbated to the extreme. After such rigorous testing, there is a search for ways to eliminate the shortcomings.
Idea assessment brainstorming
Introduction of criticism of ideas. The phases of the "dreamer" and "realist" alternate flexibly many times. It is used for solving extra urgent tasks. High requirements for participants: qualification, composure, ability to use brainstorming techniques.
- Generation of ideas (can be done individually and in advance)
- Introducing the group to ideas, comments from the authors
- Multiple selection (3-5) best options, fixing their advantages and disadvantages
- Discussion of each idea with mini-storms
- Narrowing down the list of the best options, ranking ideas
Disadvantages: load, conflict. Advantage: more targeted search, reduced risk of missing a strong solution.
Brain siege
It has been proven that even without explicit criticism, when ideas are presented, the mechanism of “hidden criticism” operates, namely: often a new proposal (which may later be recognized as unsuccessful) “clogs” a previously expressed good idea. To eliminate this drawback, it was proposed "Brain siege" in which every idea put forward must be developed to the limit. Brain siege increases the time it takes to find ideas, although it promises more mature results.
Method "635"
Six people come up with three ideas in five minutes. Then the sheets with their opinions are moved, for example, clockwise. Over the next five minutes, each participant must familiarize himself with all the proposals of his neighbor and detail them. This is done until everyone has worked on all the ideas of the group. In half an hour, 18 worked out proposals are ready. Discussion, improvement and selection of the best options follow.
The statements are made in accordance with the hierarchy. The first to introduce his idea is the "cabin boy", the last - the "captain". Disadvantage: after your turn, a new idea cannot be expressed.
Brainstorming online
Online brainstorming is based on multi-user Internet services: forum, chat, blog, ICQ, Skype. The “fear of evaluation” is eliminated, since the generators of ideas can be anonymous. You can attract extra-specialists from anywhere in the world (or strain the best minds advertising holding, without ripping them off). True, the disturbing psychological atmosphere of joint search is lost.
Know-how of brainstorming
- Don't become a slave to numbers that dictate how many people "should" be in a group. We know of effective assaults with a flow of students - more than a hundred goals. True, the pedagogical goal was also pursued: to show the method in action.
On the other hand, in creative agencies, they often "storm" in pairs made up of a copywriter and a designer. Legal Model - Individual Brainstorming.
The classic composition is a small group, that is, about seven people. This is a "critical mass of participants", it is convenient to work with such a group.
- Where assaults are organized regularly, the generator group consists of a permanent core and temporary members. The core of creative people is gradually formed when solving various problems using the method of brainstorming.
- Sometimes it is useful to include in the group of generators "outsiders", such as: employees of related departments and other companies, a doctor, a cook, a driver, a courier. In this way, you attract carriers of non-traditional ideas. Mixed group of participants of different ages and the floor is working well.
- Include beautiful, smart, charming women in the generator group. Women think in a very practical and original way, in addition, they greatly stimulate the intellectual activity of men.
- During the assault, the participants relinquish their official powers. The leader, if he is "storming" with the team, should not sit at the head of the table.
- Create a comfortable environment. Choose a room as neutral as possible (not the director's office) and not noisy. It is better to sit down so that everyone can see each other. Advise:
- Storm by candlelight
- Conduct the assault at night, after 24:00 :-)
- Before the assault, all participants take 30 grams of good cognac :-))
- Stock up on coffee, tea, bagels. It has been found that citrus fruits, especially grapefruit, stimulate the brain. The smell of grapefruit is recommended to inhale before brainstorming.
- To fully immerse yourself in the generation process, you should disable mobile phones, prevent anyone from disturbing the participants.
- Some people advise to give the background soft, but not soothing, but vigorous music. This liberates the participants, dynamizes the work.
- Before the assault, the host introduces the newcomers. Gives them a flattering characterization. Introduces beginners to the rules of brainstorming.
- Starting the assault, the leader introduces the group to ready-made solutions for a similar problem. For example, it shows the best advertisements of competitors made for a similar product.
- It's good to have a sample of the advertised product, not just a photo. It's great if you can turn the sample in your hands, taste the beer, smell the eau de toilette, steer the Hummer ... :-)
- It is often recommended to record the entire assault on a tape recorder or video camera. However, in practice, rarely anyone gets their hands on the deciphering of the records, since it is devilishly time consuming. Let the knowledge that the explosive idea will not be lost anyway soothe you!
- Sometimes it is useful for generators to leaf through illustrated magazines during the assault in order to draw associative ideas from drawings and photographs.
- Fold in a box - "suitcase of nonsense" - the most different subjects: pencils, tin soldiers, chess pieces, a ball of thread, funny drawings - everything that can be found in the office. When inviting participants to storm, ask them to bring different items for the suitcase of nonsense. When new ideas are required, get out of the box what comes to hand, establish connections between a random object and a task.
- Flip through magazines, newspapers. Draw parallels between news headlines and the issue.
- Newness is born in diversity. Participants venture out of the room for 15-30 minutes in order to find outside to bring new ideas to the group.
- The involved person continues to think about the task after the assault. The list of ideas is distributed to the participants so that they can complete it with suggestions that have arisen after the session.
- It is helpful to re-brainstorm the next day. It is noticed that the quality of the ideas proposed by the creators on the second day is higher than on the first.
- In between assaults, talk to your friends or family members. Listen to what they have to say. Let them guide you in a new direction.
- The worst a facilitator can do is turn the assault into a “I won, you lost” game. Cases are described when the presenter awarded participants for the best ideas. People began to be afraid of "intercepting" their good ideas and stopped expressing them altogether.
- The presenter also carefully preserves the atmosphere of cooperation at the analysis stage. He precedes constructive criticism with the words: "What I like most about this idea is ... Will it not get better if? .."
What Brainstorming Can and Can't Do
The brainstorming method is effective:
- When solving problems that do not have an unambiguous solution, and problems where solutions are required unconventional. These are all the tasks of creating an ad creative.
- When you need to quickly find a way out of a critical situation.
- Wherever you need to get a lot of ideas in a short time. The brainstorming technique is universal.
The imperfection of the method lies in the fact that the search for ideas is carried out randomly, at random. You will never be left completely without ideas. But there is no guarantee that your solutions will be truly excellent.
Brainstorming is an effective aid in generating ideas. But it does not completely replace the creative process.
Rule 1: Any criticism of ideas expressed during the brainstorming session is prohibited.
The principle of brainstorming is to prioritize the quantity of ideas expressed over their quality. The ideas expressed by the participants, even the craziest ones, can serve as a starting point for the development of the thought process of other participants. This is the advantage of collective thinking over individual. Any, even the smallest, assessment of the expressed idea can affect the entire process of brainstorming. It will be successful if each participant directs their efforts in a constructive direction.
Rule 2: Free flight of thoughts and encouragement of the craziest ideas
The purpose of brainstorming as a collective creative process, is the search for non-standard, non-traditional ideas. Otherwise, this process can turn into an ordinary meeting, at which standard ideas and solutions are most often proposed and discussed, which are not always effective and efficient.
For the emergence of creative ideas, a certain attitude is necessary when thoughts rush freely in our head. This state is characterized by the inclusion of our subconscious in the work. For such a mood to appear, brainstorming participants should
conduct a special warm-up with tasks for analysis and synthesis, associative links, etc.
When expressing their ideas, participants need to remember that it does not matter at all whether they are applicable in practice or not, one way or another, many of them, perhaps, will help to find an effective solution.
Rule 3: Submit as many ideas as possible
As already mentioned, for brainstorming, the quantity of ideas expressed is more important than their quality. Since participants must (and can) generate ideas within a short limited time, they must learn to use ideas already expressed by other participants for quick thinking and suggesting new ones.
In the practice of such groups, it can be noted that the purpose of a brainstorming session is to put forward more than 100 ideas in 20 minutes. The most productive (successful) brainstorming session is one that suggests 200 to 250 ideas in 20 minutes.
Rule 4: Mandatory Commitment to All Ideas
During the brainstorming session, every idea should be recorded, even if it is repeated. All group members need to see all the captured ideas, so you should prepare for this in advance.
Usually, ideas are written in markers on large sheets paper. It is better to hang them in advance, before the start of the brainstorming session and place them on the walls in such a way that they are clearly visible to each participant.
Rule 5: Incubating Ideas
After all the ideas are expressed and recorded, it takes time to think over and evaluate them. Why is this stage needed? The fact is that the incubation period allows a person to recover from the fatigue associated with solving a problem. Taking a break from a difficult problem also allows you to forget inappropriate approaches to it.
Functional fixation may interfere with the solution of the problem, and it is possible that during incubation period a person forgets old and unsuccessful ways of solving it. Experience shows that during the incubation period, a person continues to work on a task unconsciously. In addition, material reorganization may occur during a break in the problem solving process.
Brainstorming steps
Having studied the rules of brainstorming, you can now pay attention to the individual stages of a successful brainstorming and evaluation of ideas after their "incubation".
Stage 1
The leader should familiarize the group members with the rules of brainstorming. The best practice is to write these rules on a poster and hang it on the wall at each group meeting so that it is clearly visible to all participants.
Stage 2
For a successful brainstorming session, participants need to be creative. The leader conducts a warm-up with the participants, deciding different tasks on associative thinking, analysis and synthesis, etc. It is best for employees who are members of a permanent team to constantly develop their creative abilities.
Then it is recommended to do a brainstorming rehearsal. The group needs to choose a problem (better than an everyday one), in which each of the participants is to some extent competent, and conduct a short brainstorming session (warm-up) in order to reorganize thinking into a creative process.
Do this always, because it only seems that everyone can easily get involved in the work, but in reality this does not happen!
The wording of the problems for the warm-up is given in Appendix 1.
Stage 3
The group members should prepare for the brainstorming session by hanging large sheets of paper on the walls on which the incoming ideas will be recorded. At the same time, it must be remembered that with a fast pace of putting forward ideas, difficulties may arise in the need to fix them on paper. In this case, 2-3 people can fix ideas one by one. You can also accept the following conditions: participants write down their ideas on a small sheet of paper and express them in turn at the request of the moderator.
1. The problem has already been formulated, but its definition is too general, requiring clarification. In this case, the original wording should be placed as a heading on a large sheet of paper.
2. The group does not know what problem it will work on, but in this case it is necessary to try to formulate a general direction of the search. In this case, it is best to start the general heading like this: "How can we ..." and then finish the phrase (something to transform, improve, etc.). After the final choice of the topic, its definition in the form of a heading is also placed on a large sheet of paper.
Stage 5
The process of putting forward ideas can take place different ways... There are many different brainstorming techniques, some of which are described later in this chapter. But with different options Brainstorming usually takes two approaches to the process of coming up with ideas.
1 approach. Participants can present ideas one by one, in a specific order. Usually the leader invites the next member of the group to speak. If one of the participants does not know what to offer, then he says: "I miss" and the right to speak goes to the next participant. The leader (or a specially assigned group member) records the ideas expressed on large sheets of paper. Participants are encouraged to record their ideas on small sheets of paper so as not to forget them while he is waiting for his turn to speak. In this case, ideas come streamlined and easy to capture. In addition, all members of the group participate in the process.
2 approach. The second approach is haphazard, since each member of the group can express their ideas at any time. In this case, ideas are expressed freely and naturally, but there is a great difficulty in fixing ideas. In this case, you can increase the number of people who will capture ideas (usually 2 - 3 people). The disadvantage of this approach is that this approach does not stimulate the direction of thought and does not guarantee the involvement of all participants in the process of putting forward ideas.
Stage 6
After all the ideas are fixed, it takes time to think over and evaluate them. After the brainstorming session, the group members are encouraged to part ways for at least a week to reflect on all the ideas they have expressed.
It is best to post the idea sheets in a prominent place where group members can see them at all times. In addition, to the discussion of ideas expressed during the brainstorming session, other employees of the enterprise add their ideas to the posted sheets (brainstorming on the board).
Then, after some time (usually a week), the group members conduct a new brainstorming session on the list of ideas compiled at the previous meeting.
Stage 7
It gives rise to the evaluation process. This usually happens at the next group meeting. The best way organize the evaluation of ideas from a list - this is to group them by topic before some proposals are rejected as unrealistic. After receiving a list of ideas grouped by topic, you should consider each one to identify best ideas that can be implemented quickly and easily.
Further actions of the group depend on the subject of the brainstorming session. If the goal was to identify the problem to be worked on, then the group should choose a main topic and then focus on ideas related to it to identify the most appropriate ones to consider. In another case, if as a result of brainstorming the group received a set possible options solving the problem, then the next step will be to analyze them using the Pareto method (see Chapter 8) to identify one or two of the most suitable options. The Pareto principle can also be used to scrutinize ideas when making accurate decisions.