How to conduct an effective brainstorming: useful tips

Who is the author of the brainstorming method?

Brainstorming was created by Alex Osborne. He had an interesting and eventful life. He worked at a construction site, as a messenger, and as a clerk to earn money for his studies. From the age of 21 he was a police reporter, salesman, teacher. The next position is assistant manager at the plant.

And finally, Osborne became a co-owner of a large company. In 1937, he came up with the brainstorming method. Before telling the public about it, I successfully used it for 2 decades.

Alex Osborne called the creation "brainstorming". The word is translated differently. These are “unexpected brilliant idea”, “crazy idea”, “great plan”, etc.

What is it and when is it used?

You've probably encountered such a situation, at work or even in life, when you need to solve an important and complex problem.

And the ideas are boring templates that are certainly not capable of resolving the problem, except perhaps for a small improvement in the situation. So, just in this case you need to use the brainstorming method.

Brainstorming is a method for generating ideas based on creativity and intelligence.

Now the picture begins to emerge. A characteristic feature of the method and its main advantage is the ability to find a non-standard approach to solving a problem.

And that’s why this approach will help you quickly find a way out where you don’t see it. The areas where brainstorming is used are vast.

And you guessed it, more than one person is involved in the process. For example, this could be: a marketer, a sales specialist, a loyal customer, a product developer, several potential clients.

However, the composition is selected based on the tasks. But I will tell you about this a little later.

Advantages and disadvantages of the brainstorming method

Like any other technique, brainstorming has pros and cons. The advantages include:

1. Creative thinking develops.
2. All participants have to be actively involved in the work.
3. One of the tasks of brainstorming is to push the boundaries of consciousness.
4. Participants interact with each other.
5. Brainstorming technology is easy to use and does not require any equipment or premises.

Interestingly, brainstorming as a learning method is applicable not only to adults. It is often used at school and even in kindergarten. It stimulates creative activity, activates the learning process, helps children form their own opinions and interact with each other.

The disadvantages include:

1. As stated above, all group members should actively participate in the discussion. But it happens that only a couple of people work. The others wait silently for the process to end.
2. Due to the abundance of ideas and solutions, the event often stretches for several hours.
3. The method will be ineffective if the participants do not know how to work in a team and interact with each other.
4. Sometimes experienced employees try to become leaders in discussions by overpowering less experienced colleagues.

Also during brainstorming you need to follow a number of rules. Ignoring them nullifies attempts to find a solution to a problem or task.

Popular types of brainstorming

There are several types of brainstorming. They differ in the technique of conducting, the role of the participants, and the results.

Brainwriting

For 15 minutes, team members write down ideas, but do not speak them out loud. The leaf is passed around in a circle. Participants, having read the previous sentence, add something of their own. The main goal is to put forward as many proposals as possible. However, you cannot criticize until the event is over.

Brainstorming on a whiteboard

The board is placed in a visible place. As soon as an idea comes into the head of a manager or another employee, he writes it down on a piece of paper and pins it on the board.

In Japanese

This type of brainstorming was created by the Japanese Kawakita and Kobayashi. Otherwise called “rice hail”. The point is that the participants use the same approach to solve the problem. The workflow consists of several stages:

1. The first step is to identify the problem. The presenter presents the details and nuances of the topic being discussed. Participants write down their thoughts on the problem being solved on separate pieces of paper. Moreover, this is done in such a way that everyone leaves a note on all pieces of paper. Then you need to select records related to each other and hand them over to the presenter. He will read it aloud. All that remains is to come up with a name for each set. It should reflect the essence of the problem.
2. Searching of decisions. The stage is similar to the previous one. Only this time, participants write down ideas for solving the problem. At the end they are grouped into sets. Each set is given a name that expresses the general essence of the proposals. The purpose of this part of brainstorming is to identify constructive ideas that are appropriate to the current situation.

Brainstorming examples from the practice of an internal coach

A practical example of gaming technology from practice.

The task was to sketch out ideas for a motivation system. After some thought, I decided to use gaming techniques to generate ideas.

Warm-up

The group of participants is divided into two parts. Plant further apart to create privacy.

The presenter tells a fairy tale about a jug and a pipe. Briefly and colorfully, one plot, focusing on the position:

• The girl doesn't want to.
• Parents need the girl to collect.

Prepare two cards with the inscription “parents” and “girl”.

Round 1

The first group will be "Parent", the second group will be "Girl".

The presenter asks question No. 1 to participants. How do you persuade, force, by what methods, a girl to pick berries?

Group No. 2 receives the task: Think through as many answers as possible to the question: “Under what conditions will I, a girl, agree to pick berries?”

Discussion time is given - 5 minutes. All answers are written down by one of the participants on a piece of paper.

Round 2

The teams change roles. The one who was the “girl” will become the “parent”.

Round 3

One participant from each group writes down the answer options on a different flipchart.

Discussion.

And here an explosion of emotions begins, even among the most reserved leaders.

An understanding comes that if you step into another person’s shoes and look at things differently, insight occurs. Not utopian, but working options are offered.

I will say right away that it seems that group No. 2 was luckier. At first we played the role of a lazy child. Then, with ready-made solutions (the girl’s thoughts), they got used to the role of parents.

Main round

But the process does not end there. This was just a warm-up and a “paradigm shift.” Then everyone returns to current work tasks and resolves serious issues.

There are 2 questions on the agenda:

• The role of the leader. How to make it work effectively?
• The role of the employee. Under what conditions will employees agree to work effectively?

This is where they change places. Group No. 2 takes on the role of leader. And then they work in rounds.

The result obtained in 2 hours of moderation exceeded all expectations. Decisions were made, 90% of which formed the basis of motivation. The company operates under these conditions very effectively. (Read more about KPIs)

Outdoor events have a good effect. Team building combined with brainstorming. This is a perfect picture. People are liberated and behave differently than within their usual walls. The shackles are removed, and creative energy flows differently. Faster, more efficient and more creative.

Stages of classic brainstorming

Generating ideas using brainstorming takes place in 3 stages:

1. Definition of the problem. This is preliminary preparation for work. During it, participants are assigned roles. Someone will be the leader, someone will be the assistant, etc.
2. Searching of decisions. This stage can be considered the most important. The result depends on it. For maximum efficiency, some rules should be followed. Firstly, you shouldn’t limit your imagination. Come up with any unusual and even absurd ideas. Secondly, the proposals made can be combined with each other, improving them. And thirdly, you cannot evaluate or criticize what the participants said.
3. The third stage is grouping and evaluating ideas. It is often ignored. And that's wrong. It is at this moment that suitable ideas are highlighted, the whole process is reduced to a single result.

The success of all stages depends on how coordinated the participants can work. Their opinion regarding the problem and ways to solve it is also important.

Types and basic techniques of brainstorming

There are many variations of classic brainstorming that build on its basic principles. They include additional methods, procedures, games, tools, equipment and technologies that are used to organize and stimulate participants. The leader must review and compare different brainstorming techniques, select the best one and apply it to the specific situation. Factors that determine the specifics of the situation: 1. Main characteristics of the problem: complexity, level of uncertainty and novelty, unclear definition, heterogeneity, dynamics. 2. Features of the group: size, heterogeneity, level of development and qualifications, status and age of group members. 3. Brainstorming situation: characteristics of the room, availability of necessary equipment, special forms, cards, posts, pens, sheets of paper on flip charts or software.

I. Structural and procedural differences

Reverse (negative) brainstorming.2. Combined brainstorming. 2.1. Double brainstorming. 2.2. Reverse and classic (forward) brainstorming. 2.3. Negative - classic (direct) - negative brainstorming. 2.4. Shuttle brainstorming.3. Brainstorming “question generation”.4. Brainstorming with stop-and-go stops. 5. Gordon's method (sequential opening technique).6. Rawlinson's Brainstorming.7. Kaleidoscopic Brainstorming (KBS).8. The “Bold Ideas” method.9. Individual brainstorming.10. Brainwriting.11. Individual brainwriting.

II. Group brainstorming techniques

Group brainwriting.2. Brainwriting with a common fund.3. Gallery method. 3.1. Brainstorming with posts. 3.2. Demonstration Brainstorming. 3.3. Brainwalking (brainstorming in motion).4. 6-3-5 Brainwriting. 5. Game brainstorming. 6. Brainstorming with limitations.7. Circular brainstorming and the round table method. 7.1. Circular brainstorming. 7.2. Round table method (written version). — Version “One sheet of paper”. - Stack of cards version. — Small group version.8. Group exchange method. 8.1. Version "One idea on one sheet". 8.2. Version "Many ideas on one sheet." 8.3. Idea Book method.9. Nominal group method.10. Massive brainstorming. — Phillips method 66.11. Role-playing brainstorming.12. Rotating role method.13. Blue leaf method.14. Pin card method.15. KJ method (Key Ji method), “Generic resemblance diagram”. 16. Snowball method.

III. Brainstorming combined with other known methods

Who to trust to conduct brainstorming

The effectiveness of the group depends on who is doing the brainstorming. Therefore, place in this role people who can think creatively, analytically, logically, and also respond correctly to criticism and comments. It is also important that they enjoy the authority and respect of their colleagues. The group leader has a number of responsibilities:

1. Decide what type of brainstorming is needed at the moment.
2. Gather participants into groups.
3. Define the problem at the ideation stage.
4. Provide the conditions necessary for the active work of each individual participant.
5. Systematize and analyze ideas.

The leader also evaluates the results of the brainstorming session. He decides to implement them in practice.

The emergence and development of the method

Like any popular technique, the practice of brainstorming or brainstorming has acquired a number of legends and myths. One such story says that back in the days of the ancient Norman Vikings, there was a tradition of the whole team gathering in the center of the boat in order to quickly find a way out of a critical situation and express their ideas in a circle. Each of the warriors, starting with the youngest and ending with the leader, in turn shouted out a vision of the decision, and the helmsman summed up the results and made a choice. It seems that such a “bicycle was invented” in every generation and in every nation, because its rules fit into the logic of ordinary common sense in managing people.

With the development of management as a scientific methodology, many management tools began to be assigned to the authors in modified interpretations. This was especially evident in American scientific creativity of the last century. The brainstorming method is a bright metaphorical name for a tool for collective activation of creative thinking, which journalist, writer and manager Alex Osborne introduced into Western business culture in the 40s and 50s. The name of the technique “brainstorming” became popular first in America, then in Europe. By the way, this method of collective generation of ideas was widely used in research institutes and design bureaus of the USSR, but it was more often called the brainstorming method.

Photo by Alex Osborne, author of the brainstorming method

The rules of brainstorming in the Soviet years were somewhat different from modern ones. However, the pace of life in scientific institutions, especially during the period of stagnation, was lower. As fate would have it, in the 80s I attended one of these events, held at the design bureau of an industrial institute in the field of mechanical engineering. Two competing departments were working on related design problems. In one of the key projects, a technical problem arose that the development team could not solve. At the Design Bureau’s Technical Council, it was proposed to hold a joint seminar on the topic “Increasing the speed of development of the L unit while simultaneously increasing the quality of the output parameters of the M unit.” The form of the seminar was a brainstorming session.

It must be admitted that the best leaders of the Soviet formation were well versed in the intricacies of managerial psychology and even sometimes pedagogy. And it was the socio-psychological patterns of business communications that played (and still play) a key role in increasing creativity at meetings. At that moment, the GIP was appointed to conduct brainstorming on the problematic topic. He gave top priority to the goals and objectives of the event. After their successful formulation, the composition of the seminar participants was carefully discussed with the head of the HR department and selected.

The methodology of the event involved the formation of two groups: the generation of ideas and their selection. The first included experienced and young designers, technologists from both departments (number of 10 participants), the second was appointed by order of three members of the scientific and technical council and two deputy heads of the institute. At the appointed time, members of the generation group were invited to the seminar. A report was given by one of the leading designers on the progress of the development work and the difficulties that arose. Then the GIP took the floor. He explained very clearly and calmly that now his colleagues had to express their thoughts about what solution would speed up the design without losing the quality of the product. There was a taboo on any kind of criticism.

At the next stage, a discussion began without critical remarks, which lasted one hour. They spoke at random, all the ideas expressed were recorded by the secretary. A five-minute smoke break was prescribed, during which the discussion became more heated, the activity of the informal leaders of the team increased, and a dispute arose. Gradually the discussion moved into the design room. The ISU gently but firmly guided the speakers, recalling the key issue, purpose and objectives of the seminar. So another 30 minutes of brainstorming passed. In total, about 40 proposals were generated, and they were placed on the presenter’s table in an anonymous list. The ISU summed up the seminar and thanked those present for their participation.

A day later, the idea evaluation group met. The brainstorming was continued in a new phase, much calmer than the previous phase. The group members came prepared with notes in the margins of the lists provided to them in advance. One of the deputy directors made a proposal regarding the criteria for selecting ideas, and the controversy initially revolved around this issue. Once it was settled, the discussion and voting proceeded quickly and productively. What caught your attention at that moment? There was a feeling that the procedure was drawn out and too slow, but the result turned out to be very good and the solution was effective.

Is it possible to brainstorm online?

There is an opinion that a personal meeting is the best option for brainstorming. But in practice it has been proven that communication via Skype, on forums or in chat rooms is no less effective. And sometimes it gives a greater effect. Why is this happening? There are several reasons:

1. Many people are embarrassed to participate in discussions. The calm atmosphere during online brainstorming encourages them to create unusual, unique ideas.
2. The proposed solutions are immediately recorded.
3. In a chat or forum, team members can speak simultaneously.
4. This method of brainstorming requires minimal effort.
5. The resulting ideas and solutions are easier to process.

Rules for conducting effective brainstorming

As stated above, the effectiveness of brainstorming largely depends on compliance with the rules for its conduct. There are only 10 of them:

1. Preparation is a must. It starts a couple of days before the event. This gives participants the opportunity to explore the problem in advance and find solutions to it.
2. As many people as possible should participate in the brainstorming session. Many participants - many ideas.
3. The task assigned to the working groups must be thoroughly studied. This will help you see its essence. Participants will be on the same wavelength. There will be no misunderstandings or contradictions.
4. Everyone participating in the brainstorming session should take notes. Most often, this responsibility is assigned to the leader. But he is also a person, he misses something or does not notice. Therefore, it is better if participants also take notes.
5. This rule can safely be called the most important - do not criticize. You should not condemn, even if what a person says seems stupid or absurd. Maybe this proposal, after revision and improvement, will be implemented in life. Remember: criticism can discourage a person from continuing the discussion. And this cannot be allowed.
6. If you're a member, offer more options. Do not be shy. Voice every thought that comes to your mind. Do this even when it seems that the best offer has already been made.
7. Involve additional participants to get ideas. Let these be strangers or employees who do not take part in the event.
8. Combine ideas with each other. This advice is especially successful if proposals are made by people of different ranks, specialties, and positions.
9. To make information easier to perceive, use posters, diagrams, and boards.
10. Simulate a situation in which everything does not go as expected. Now think about how to turn it in your direction? Find more options. Prepare yourself for such a turn of events psychologically and morally.

These rules of brainstorming should always be followed, regardless of the field. This could be work, personal and family relationships, business. Take time to organize the process. Take into account its nuances and features. This is how you will find a way out of any situation.

Stages of brainstorming in the classroom

• Creating a bank of ideas . Approximate duration is 10 – 15 minutes. At this stage, possible solutions are developed. The more there are, the better. It is important that students are not afraid to express their thoughts, even if they seem incredible and fantastic. Criticism and comments are not allowed. All proposals are recorded by the teacher on the board. Children need to know that each of them can and should contribute to the creation of a bank of ideas.
• Analysis of ideas. It takes up most of the lesson time. There is a collective discussion, analysis and criticism of all proposals. It is advisable to find something positive and meaningful in every idea, and consider the possibility of its application in other conditions. Perhaps for this it will be necessary to correct it a little and improve it.
• Processing the results. This stage can be carried out in a separate lesson. Of all the ideas proposed and considered, the most interesting and practical is selected.

Examples of brainstorming

Imagine a ship on which you need to transport iron ore concentrate. Transportation causes a lot of problems because the cargo behaves like a liquid. When the ship rolls or rolls, it flows from one side to the other. Brainstormers need to eliminate this shortcoming.

The facilitator reminds the team not to criticize the ideas expressed. 6 experts put forward solutions to the problem:

1. Pour the load to the edge. In this case, there is nowhere for it to flow.
2. Press down the concentrate with large shields.
3. Using partitions, divide the hold into several parts.
4. Spray with polyurethane foam liquid. This is done when transporting grain.
5. Wet the load and then freeze it.
6. Magnetize.
7. Place a pillow under the load. Inflate it with air. It will rise and press the concentrate tightly against the ceiling.

Participants list dozens of ideas. According to the rules, they cannot be stopped. But the presenter suggests moving on to the next stage - criticism. This is where the analyst comes into the conversation. Through discussions, the team realizes that the idea of ​​shields and partitions is not suitable. Suggestion to use air pillows too. They will have to be inflated using an on-board compressor. All together the equipment will be too heavy.

The “magnetic” idea turns out to be the most suitable. Participants propose hanging magnets around the perimeter of the hold in the form of a garland. They can be turned on and off if necessary.

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Brainstorming is a popular group interaction method used to solve both educational and business problems. The brainstorming technique is aimed at spontaneously generating a large number of ideas to solve a task/problem.

Stages of preparation for brainstorming (BS):

1. Statement of the task/problem that needs to be solved. The problem should be formulated briefly and to the point. If the problem is too large, then the MS facilitator should break it down into short components. If the question cannot be formulated concisely and cannot be broken down into its components, then brainstorming is not an acceptable method for solving such a problem.

2. Compiling a list of brainstorming participants. The MS facilitator compiles a panel of participants. The most productive group is 10 or slightly less people. Who should be on the panel:

— Participants already privy to the problem/task

— Participants who are familiar with a related problem

— One “idea collector” who records all proposed ideas.

3. Drawing up and sending out an information letter to the participants of the International School. The letter must contain the name of the session, the problem being solved, the time, date and location of the MS. The problem should be described in the form of a question and a few examples of ideas attached to it. Examples of ideas are used during MS, when the generation of new ideas has reached a dead end or moved in a different direction. An information letter is sent to participants in advance so that they can think about the problem before the MS.

4. Compiling a list of motivating questions. During the MS, creativity may decrease. Then the facilitator should stimulate activity with questions that motivate further generation of ideas. Examples of questions: “Can we combine these ideas?”, “Can we look at the problem from a different perspective?” etc. It is best to make a list of such questions before starting the MS.

Stages of the MS (working with ideas):

1. Listing ideas without assessing the reality of their implementation. At this stage, the facilitator introduces the problem, poses simple questions related to the problem being solved, and provides a safe environment for the expression of ideas. If ideas are not forthcoming, the facilitator uses motivational questions and examples of his ideas to discuss.

2. Evaluating ideas in terms of their importance and contribution to solving the problem. Each idea must be understood by the participants. To do this, participants carefully explain the essence of their ideas and their value for solving the problem.

3. Categorization of collected ideas. At this stage, similar ideas are formulated into one idea, and completely unrealistic/unimportant ideas are eliminated. The remaining ideas must be clearly stated, understood by each participant and included in the final list of ideas.

Basic rules of MS:

1. Focus on quantity: this means that the MS process should generate as many different ideas as possible, with the aim that the more there are, the greater the likelihood of finding the best solution among them. “Quantity breeds quality.”

2. Containing criticism: during MS, any criticism should be reduced to “zero”. Instead, participants should be focused on adding new ideas, leaving criticism for the next evaluation stage.

3. Allow unusual ideas: Unusual ideas should also be included in the idea list. They come from new/different perspectives and often lead to the best solutions.

4. Combining and improving ideas: better ideas can be combined into another, even better idea (like “1+1=3”). This rule encourages the creation of ideas through association.

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