Brainstorming

WHAT IS BRAINSTORMING?

Brainstorming is an idea generating technique. A group of people throw out their ideas as they think of them, so that each has the opportunity to build on the ideas of others.

HOW TO BRAINSTORM

The group leader presents the situation for which ideas are sought. The wording should encourage specific, tangible ideas, not abstract ideas or opinions. The leader makes sure that the members understand the situation under consideration, the objective of the brainstorming session, and the process to be followed.

There are two methods of brainstorming. The most familiar is free wheeling, where:

The discipline of brainstorming is maintained by four basic rules. However, the informality of the process generates an atmosphere of freedom. These rules are:

In round robin brainstorming:

WHAT IS LIST REDUCTION?

Before a list of ideas or factors can be shortened, everyone in the group must have a clear understanding of all items on the list. The first activity, therefore, is for the leader to go through the items asking if there is need for clarification. If yes, the suggester should be asked to briefly explain what he or she meant by the comment. The discussion should not go beyond simple clarification at this point.

HOW TO LIST REDUCE

The group identifies some filters, criteria that should be satisfied for an item to remain in consideration, some of which could be:

Keeping the agreed upon criteria in mind, group members review or in appropriate cases vote on each item. If there is any doubt items are bracketed, rather than crossed out, so that the group can go back to them later if necessary.

In general the group focuses on and continues to evaluate only the non bracketed items on the list.

The process may be repeated, with different or more stringent criteria, until the list is reduced to about half a dozen options. This represents a manageable number of options for applying some of the other evaluative tools.

WHEN TO USE LIST REDUCTION

List Reduction is a filter technique. When used after brainstorming It is useful to combine it with a clarification process.

Each approach has Its advantages and disadvantages. These are summarized in a balance sheet.

A way of reducing the number of items generated and evaluating them is called 'List Reduction'. This will help the team to concentrate on the most important items.

AN EXAMPLE OF A BRAINSTORM

Reasons Why Electric Light Doesn't Turn On

Power failure
Storm
Bulb loose
Power plant failure
Not plugged in
Old bulb
Lamp corroded
No current to house
No contact
Bill not paid

Bulb holder missing
Circuit breaker operated
Switch broken
Burnt out bulb
Cord cut
Missing bulb
Cord chewed by dog
Switch missing
Wall switch turned off
Broken bulb

WHEN TO USE BRAINSTORMING

To generate as many potential ideas as possible often in the context of cause and effect analysis.

TIPS ON IMPROVING THE USE OF BRAINSTORMING

There are several recommended idea spurring' questions to help group members build on each others' proposals. These questions could include:

  1. What else is like this?

  2. What other ideas does this suggest?

  3. Greater frequency?

BRAINSTORMING CHECKLIST

RULES

GOOD COMPLIANCE

GENERALLY COMPLIED

POOR COMPLIANCE

Problem clearly defined

 

 

 

Many ideas generated (quantity rather than quality)

 

 

 

No criticism

 

 

 

No evaluation

 

 

 

Everyone contributing

 

 

 

Every idea recorded (no editing)

 

 

 

Leader chosen

 

 

 

Time allowed for ideas to incubate

 

 

 

Relaxed atmosphere

 

 

 

Creativity encouraged

 

 

 

INTERNAL CUSTOMERS AND SUPPLIERS

Internal Suppliers

List the products and services you receive from your internal suppliers and note who the supplier is for each.

How do you rate the service you get from your suppliers?

Products & Services

Supplier

Performance Rating

 

 

 

 

 

 

 

 

 

Internal Customers

List the products or services you supply to your internal customers and note who those customers are.

How do you rate as a supplier to your customers? Do you always provide them with defect free products or services, at the right time and in the right place?

Products & Services

Supplier

Performance Rating