2018-03-09
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Brainstorming is the name given to a situation when a group of people meets to generate new ideas around a specific area of interest. Using rules which remove inhibitions, people are able to think more freely and move into new ideas of thought and to create numerous new ideas and solutions. The participants shout out ideas as they occur to them and then build on the ideas raised by others. All the ideas are noted down and are not criticized. Only when the brainstorming session is over, are the ideas evaluated.
Some other definitions of a brainstorming process:
a) Brainstorming is a process for generating new ideas.
b) Brainstorming is “a conference technique by which a group attempts to find a
solution for a specific problem by amassing all the ideas spontaneously by
its members” – Alex Osborn who popularized this term in the 1953 book
“Applied Imagination”.
c) To brainstorm means to use a set of specific rules and techniques which encourage
and spark off new ideas which would never have happened under normal
circumstances.
Brainstorming with a group of people is a powerful technique. It creates new ideas, solves problems, motivates and develops teams. Brainstorming motivates because it involves members of the team in bigger management issues, and it makes a team work together. Brainstorming needs to be structured and it should follow some brainstorming rules.
Firstly, define and agree the objective. Make sure that everyone taking part in the brainstorming session understands clearly the aim of the session. Keep the brainstorming objective simple. Allocate a time limit. This will enable you to keep the random brainstorming activity under control and on track.
Secondly, manage the actual brainstorming activity. Brainstorming enables people to suggest ideas at random. Your job as facilitator is to encourage everyone to participate, to dismiss nothing, and to prevent others from pouring scorn on the wilder suggestions – some of the best ideas are initially the daftest ones, and people won’t participate if their suggestions are criticized. During the random collection of ideas the facilitator must record every suggestion on the flip-chart. At the end of the time limit or when ideas have been exhausted, use different coloured pens to categorize, group, connect and link the random ideas. Condense and refine the ideas by making new headings or lists. You can diplomatically combine or include the weaker ideas within other themes to avoid dismissing or rejecting combinations (remember that brainstorming is about team building and motivation too – you don’t want it to have the reverse effect on some people). With the group assess, evaluate and analyze the effects and validity of the ideas or the list. Develop and prioritize the ideas into a more finished list or set of actions or opinions.
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Finally, implement the actions agreed from the brainstorming. After the session, circulate notes, monitor and give feedback. It’s crucial to develop a clear and positive outcome, so that people feel their effort and contribution was worthwhile. When people see that their efforts have resulted in action or change, they will be motivated and keen to help again.
Brainstorming is a useful way of generating creative ideas in meetings. What is the best way to generate as many ideas as possible?
Look at the following points and decide whether they are the ones you should keep in your mind for a successful brainstorming meeting or the ones you disagree with. Then compare your answers with a partner. ……….
1) Explain the purpose of the meeting clearly. ……….
2) Ask each person to speak in turn, starting with the most senior. ……….
3) Announce the time limit for the meeting. ……….
4) Avoid criticizing or judging ideas during the then session. ……….
5) Encourage ideas, however unusual they may be. ……….
6) Don’t interrupt when people are offering suggestions. ………..
7) Make sure everyone keeps to the point. ………..
8) Don’t spend time on details. ……….
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9) A group of people is more creative than an individual working alone. ……….
10) People think more creatively in a relaxed atmosphere. ……….
11) It isn’t necessary to have a leader at a brainstorming meeting. ……….
12) Everyone should feel that their opinions are value. ……….
13) Criticism kills creativity. ………
14) Discuss each idea as it arises up. ……….
15) Write all ideas on a board or flipchart. ……….
16) Don’t bother to write down stupid things. ……….
17) Continue the session until there are no more ideas. ……….
the main idea _____________________________________________________
the supporting ____________________________________________________
details ________________________________________________________
Answer the following questions about the paragraph.
1) What is the definition of the ‘brainstorming’?
2) What are the aims of a brainstorming meeting?
3) Should we structure a brainstorming meeting?
4) What are the brainstorming rules you should follow?
5) What is the outcome of this type of meeting?
6) Should you interrupt when people are talking?
7) When are the ideas evaluated?
8) What atmosphere should be created?
9) What is the job of a facilitator?
10) What is the best way to generate creating ideas?
Task 1 Complete the table using the specific details in the texts above.
TABLE
| Type of meeting | aim(s) | formality / agenda | particular features |
