Brainstorming

Brainstorming
See also
Advantages of teamwork Internal training Management by objectives Belbin team role inventory Action learning Job analysis Creative problem solving Project support office Beta alpha psi

Brainstorming is one of the methods used to shorten the time of finding the solution for various problems. The thing that distinguishes this method from others is that the team members use their intuition and work together to solve diverse issues.

Alex Osborn is the founder of the brainstorming method. During his early years (19 years old) he has been elected the vice- president of one of the biggest advertising agencies in the world. In the mid 1930’ he created the brainstorming method believing that the ideas for solving problems coming from people who were not directly connected to the field make a very good base for unconventional solutions.

Brainstorming - developed by A. Osborn, is considered to be deferred valuation methods based on psychological principles and almost free association. Its basic assumptions are: disable all critical evaluation of the process of generating ideas, imagination is not constrained during the submission of ideas, striving to gather a large number of possible ideas, improve and develop the proposed ideas and combining a number of ideas previously reported. The condition of the effectiveness of the method is a good organization of creative thinking. It is recommended to create two groups: one performing the tasks provided for in the session of creativity and second created for the evaluation and selection of solutions to implement.

The core of brainstorming

The method of brainstorming starts with dividing a group of people into two groups: the innovators and the judges.

The innovation team usually consists of 9-15 creative members (according to Osborn the best capacity is 12). The team is asked to come up with several solutions on how to solve issues/problems/tasks. We can differentiate two special members of the innovation group: leader that leads the discussion and secretary, who writes down the ideas and collect the documentation. It's best for the group to consist of people in different age, education level, position in company. While using this technique, it's also worth remembering that there should be no relation between the supervisor and his employees as it may cause some kind of obedience to the superior.

The judging team should consist of 3 members, who should be specialists in the matter and have management experience in the company. Their job is to assess the ideas passed by the innovation team. Members of the judging group should also have appropriate knowledge about the company in order to know if certain ideas are possible to conduct.

Rules

There are three very important rules:

1. Unlimited ingenuity – encourages members to give the most innovative ideas.
2. Bouncing ideas of each other- the more ideas the easier it is to mould them into something useful.
3. No criticism- in this stage is important to not limit the creativity and to motivate members to feel free to give new ideas.

There are 3 steps in this technique:

Preparation for the brainstorming- first of all it is necessary to create a team, if some members participate in brainstorming for the first time they should be trained. During this step, the leader has to establish the plan of work and how long will the meeting last. The participants should be informed beforehand about the meeting and the topic.

Creativity session- the rules are introduced to members. While secretary writes down all the ideas, it is leader's responsibility to moderate discussion. The session should last from 30 to 60minutes. The list of ideas should be send to participants so that they can enhance their ideas and send back to the leader.

Rating the ideas- performed by the team of 3 specialists who meets two days after the brainstorming session to discuss the created solutions.

Brainstorming is proved to be very effective in many cases even nowadays.This method proves that teamwork is effective and can bring very positive outcomes.

Examples of Brainstorming

• Brainstorming for Problem-Solving: This technique is used to generate ideas and solutions to solve a particular problem. It is a collaborative process that involves brainstorming, evaluating and refining ideas to find the best solution. For example, a team of software developers could use brainstorming to come up with a solution to a bug in their code.
• Brainstorming for Creative Thinking: This technique is used to generate creative ideas. It involves thinking outside the box and exploring different possibilities. For example, a team of marketing professionals could use brainstorming to come up with innovative ideas to promote their product.
• Brainstorming for Decision Making: This technique is used to make informed decisions. It involves gathering and analyzing information to come up with the best possible decision. For example, a team of managers could use brainstorming to decide which marketing strategy to pursue.
• Brainstorming for Strategic Planning: This technique is used to develop a plan for the future. It involves gathering information, analyzing data, and formulating strategies to achieve long-term goals. For example, a team of business analysts could use brainstorming to create a business plan for a new venture.

Advantages of Brainstorming

Brainstorming is an effective problem-solving technique that involves the group discussion of ideas to find a solution. There are several advantages of brainstorming:

• It encourages creative thinking and helps to generate many ideas in a short period of time. Participants are encouraged to think outside the box, think of solutions that are not obvious and consider a wide range of possibilities.
• It allows the group to share their knowledge and experiences, which can help to reach the best solution. By understanding the diverse perspectives of each team member, the group can find a more effective solution.
• It is a collaborative approach, which means that everyone is involved in the process and equal contributions are encouraged.
• It can also be used to generate new ideas and solutions for a project or task. By discussing different ideas and solutions, the team can come up with an innovative and creative solution.
• It is an efficient and effective way to reach a decision. The team is able to work together to identify the best solution quickly and efficiently.

Limitations of Brainstorming

Brainstorming is a creative problem-solving technique used to foster collaboration and quick problem-solving. However, it does have some limitations. These include:

• Groupthink: Brainstorming can lead to participants agreeing on ideas without questioning the validity, due to the pressure to conform to the group’s opinion.
• Limited creativity: Brainstorming is often limited to the ideas of the most vocal participants, resulting in a lack of diversity and creativity.
• Lack of structure: Brainstorming is often unstructured, with ideas being generated in an unorganized way, which can lead to a lack of focus and difficulty in reaching a consensus.
• Unproductive conversations: If the participants are not adequately guided, the brainstorming session can quickly become unproductive, with participants discussing irrelevant topics.
• Bias: Brainstorming can lead to bias, as participants may be influenced by the opinions of others in the group.
• Pressure: Participants may feel pressure to come up with creative ideas, which can lead to stress and anxiety.

Other approaches related to Brainstorming

Brainstorming is a powerful problem-solving tool in which team members use their intuition and work together to solve complex issues. However, there are other approaches that can help to shorten the time of finding the solution for various problems. These include:

• Reverse Brainstorming - a technique that focuses on the formulation of problems rather than solutions. It encourages groups to think of as many problems as they can, and then work together to identify the root causes.
• Brainwriting - an effective technique in which all members of the team are encouraged to write down ideas on their own before they are shared. It allows for a more creative and independent approach to problem-solving.
• Brainwalking - a process in which team members take turns in leading a brainstorming session. This way, each individual's perspective is heard, and team members can gain knowledge from each other.
• Brainparking - a technique in which all members of the team are encouraged to come up with as many solutions as possible to a given problem. This approach helps to generate a variety of ideas and solutions.

In conclusion, brainstorming is an effective problem-solving tool that can be used to shorten the time of finding the solution for various problems. However, there are other approaches such as reverse brainstorming, brainwriting, brainwalking, and brainparking that can also be used to come up with creative and innovative solutions.

References

• Bouchard Jr, T. J., & Hare, M. (1970). Size, performance, and potential in brainstorming groups. Journal of applied Psychology, 54(1p1), 51.
• Litchfield, R. C. (2008). Brainstorming reconsidered: A goal-based view. Academy of Management Review, 33(3), 649-668.
• Mongeau, P. A., & Morr, M. C. (1999). Reconsidering brainstorming. Group Facilitation: A Research and Applications Journal, 1(1), 14-21.
• Osborn, A. F. (1953). Applied imagination.
• Rawlinson, J. G. (1981). Creative thinking and brainstorming. Farnborough, Hants: Gower.

Author: Justyna Waliszewska