16
Aug
Do you have an important project and don’t know which direction to take? Are you trying to develop a promotional strategy but lack creative inspiration? Brainstorming is the solution! Discover how to use this method to benefit any team.
Brainstorming definition and principles:
Brainstorming, a method for creative problem-solving, involves group idea generation and development. This method, credited to American entrepreneur and manager Alex Osborn, was described in his 1942 book “How to Think Up.” According to Osborn, collective work on a given issue is more effective than individual efforts, provided specific conditions are met. So, how do you prepare for a brainstorming session to achieve the best results?
Brainstorming rules and principles – key points to remember:
- Quantity over quality: initially, aim to come up with as many diverse ideas as possible.
- No criticism: assume all solutions matter and are equally important. Avoid openly criticizing any option to prevent participants from hesitating to share their ideas.
- Combine and improve: ideas can be combined and developed to find the best solution.
- Keep an open mind: even if an idea seems absurd or strange at first glance, appreciate and acknowledge it. This encourages creativity among participants.
The power of preparation
Group thinking is often used in various organizations to fully develop a concept, pave new paths, or devise a strategy. Various brainstorming techniques frequently serve as a starting point for further work in a company environment. To make the most of it, don’t forget about these preparatory brainstorming activities:
1. Determine all participants: the group should consist of 5 to 10 people. Too large a group can be hard to manage and may not yield the desired results. Ensure the comfort of all attendees.
2. Choose a moderator: decide in advance who will lead the meeting and steer the discussion back on track if needed. The chosen team member should be familiar with the problem, the participants, and be patient and empathetic.
3. Time matters: the meeting should not last longer than an hour. Strict time limits help manage the meeting better and motivate the group to work efficiently.
4. Define the discussion goal: before the meeting, specify the problem at hand and the goal to achieve. Clear objectives facilitate subsequent steps.
5. Remember the right tools: when planning, don’t forget to include appropriate tools to record all brainstorming ideas in real time. If you prefer simpler solutions or are unsure if this method suits your best, start with a simple sheet of paper and a pen. This will help you verify how brainstorming works in your case. However, if you’re looking for a proven tool that allows all participants to see the notes, consider these options:
- Magnetic whiteboard: due to their properties, they provide ideal support during various meetings, including business meetings. You can write all brainstorming examples and ideas on them using dedicated markers. The text can be quickly erased from the surface with a simple cloth or sponge.
- Magnetic chalkboard: this is a good option if you prefer a more classic approach. It also allows you to gather all group ideas in one place. You can create extensive lists using chalk markers or regular chalk.
- Corkboard: this is another option you can use to support creative brainstorming sessions. Ask participants to write their ideas on notes, which you can then pin to the cork brainstorming board. This ensures all solutions are appropriately displayed.
6. Discuss: Once all ideas are presented, discuss the visible proposals together. Clarify any doubts regarding the options and eliminate duplicates, grouping ideas to prepare for the next stage.
7. Decide: Choose one or several best options for implementation or further development.
Types of brainstorming:
Properly conducted brainstorming exercises can be divided into three main stages – recording ideas, discussion, and selection. Notable brainstorming methods include:
1. The 635 method: In this approach, 6 stands for the number of participants, 3 is the number of ideas to discuss, and 5 is the number of minutes to propose solutions. Each participant receives a sheet of paper on which they are to write down 3 ideas in 5 minutes. They then pass their notes to the next person, who has 5 minutes to add their own 3 ideas, and can also elaborate on previous ideas. The process ends when the paper makes a full circle and returns to its original owner.
2. Individual brainstorming: participants jot down ideas alone and at their convenience. Collected notes are then analysed and evaluated.
3. Rolestorming: participants adopt different roles (e.g., department director) and generate ideas relevant to that position. This method requires trust and is usually employed in companies where employees exhibit mutual openness.
4. Philips 66: a great method for larger groups which can be divide into six teams. Each team generates ideas in six minutes, then presents their results.
5. Reverse brainstorming: Reverse brainstorming is a very interesting approach. It follows the same principles as traditional brainstorming, but instead focuses on how to achieve the opposite of the intended goal. For example, you might ask the group, “What should we do to not win the tender?” This way, you create a list of threats and tips on what to avoid to succeed in this area.
Benefits of brainstorming
Organising brainstorming sessions brings numerous benefits. Primarily, it encourages creativity and unconventional thinking. When designing or planning company activities, employees often fall into routine and limit themselves to familiar solutions. Group idea exchange can break this pattern. An additional advantage is the mutual integration of discussion participants, which improves professional relationships and translates into work efficiency.
Brainstorming also leverages the diversity within a group – Ania from marketing might have different insights and experiences than Zosia from logistics. Different perspectives allow for a multi-faceted approach to problems. This results in generating a greater number of ideas, which might be better than those produced during individual work on a task. It is worth considering this when seeking effective problem-solving methods.
