Brainstorming Mansi

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PRODUCTIVITY AND QUALITY

MANAGEMENT

Assignment: BRAIN STORMING

Submitted t: P!"s#u"!m si"

B$: M!nsi S#!#

SYBMS %B&R'' N( )*


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B"!inst"ming

Int"du+tin

Brainstorming is a group creativity technique designed to generate a large

number of ideas for the solution to a problem. The method was first popularized

in the late 1930s by le! "aic#ney $sborn% an advertising e!ecutive and one of

the founders of BB&$% in a boo# called pplied 'magination. $sborn proposed

that groups could double their creative output by using the method of

brainstorming.

lthough brainstorming has become a popular group technique% researchers

have generally failed to find evidence of its effectiveness for enhancing either

quantity or quality of ideas generated. Because of such problems as distraction%

social loafing% evaluation apprehension% and production bloc#ing% brainstorming

groups are little more effective than other types of groups% and they are actually

less effective than individuals wor#ing independently. "or this reason% there have

been numerous attempts to improve brainstorming or replace it with moreeffective variations of the basic technique.

lthough traditional brainstorming may not increase the productivity of groups% it

has other potential benefits% such as enhancing the en(oyment of group wor# and

improving morale. 't may also serve as a useful e!ercise for team building.


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B"!inst"ming

)enerating many radical and useful ideas.

Brainstorming is a useful and popular tool that you can use to develop highly

creative solutions to a problem.

't is particularly helpful when you need to brea# out of stale% established patterns

of thin#ing% so that you can develop new ways of loo#ing at things. This can be

when you need to develop new opportunities% where you want to improve the

service that you offer% or when e!isting approaches (ust aren*t giving you the

results you want.

+sed with your team% it helps you bring the e!perience of all team members into

play during problem solving.

This increases the richness of solutions e!plored ,meaning that you can find

better solutions to the problems you face% and ma#e better decisions.- 't can also

help you get buy in from team members for the solution chosen after all% they

have helped create that solution.


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A,,"!+#

There are four basic rules in brainstorming. These are intended to reduce the

social inhibitions that occur in groups and therefore stimulate the generation of

new ideas. The e!pected result is a dynamic synergy that will dramatically

increase the creativity of the group.

-+us n .u!ntit$:This rule is a means of enhancing divergent production%

aiming to facilitate problem solving through the ma!im% quantity breeds quality.

The assumption is that the greater the number of ideas generated% the greater

the chance of producing a radical and effective solution.

N +"iti+ism:'t is often emphasized that in group brainstorming% criticism should

be put *on hold*. 'nstead of immediately stating what might be wrong with an idea%

the participants focus on e!tending or adding to it% reserving criticism for a later

*critical stage* of the process. By suspending (udgment% one creates a supportive

atmosphere where participants feel free to generate unusual ideas.

Unusu!' ide!s !"e /e'+me:To get a good and long list of ideas% unusual ideasare welcomed. They may open new ways of thin#ing and provide better solutions

than regular ideas. They can be generated by loo#ing from another perspective

or setting aside assumptions.

Cmbine !nd im,"0e ide!s:)ood ideas can be combined to form a single

very good idea% as suggested by the slogan /113/. This approach is assumed

to lead to better and more complete ideas than merely generating new ideas

alone. 't is believed to stimulate the building of ideas by a process of association.


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Definition and Meaning

Brainstorming is defined as a means of getting large number of ideas from a

group of people in a short time by following certain rules.

The definition focuses on three aspects2

a- L!"ge numbe" 1 ide!s: Brainstorming is a tool to generate a large

number of ideas. There is no guarantee that the ideas will be practicable

there is no guarantee that the ideas will be the best. The hypothesis%

underlying the efficacy of brainstorming% is that quantity leads to quality4

$ften good ideas are buried under bad ones in the brain unless the bad

ideas are permitted to e!it% the good ones do not surface.

b- A g"u, 1 ,e,'e:Brainstorming is a group process. The optimum size

of a group is about twelve but it can vary between si! to twenty. 'deally%

the group should be heterogeneous% with as much diversity in gender%

age% qualifications and e!perience% as possible. 5uch heterogeneity

permits observation of the problem from different viewpoints% which is the

cru! of the brainstorming process.

c- In ! s#"t time:this refers to the rate of flow of ides. This rate can be as

high as one hundred ideas in the period of ten minutes. $nce again% the

emphasis is on quantity.


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The success of Brainstorming

The success of brainstorming technique depends on the way we apply it."ollowing four basic guidelines can ensure the success of a brainstorming

session2

a- Sus,ended 2udgement:6ust listen and list the ideas. &o not try to (udge or

evaluate any idea till you finish the session.

b- En+u"!ge 1"ee3/#ee'ing 1 ide!s: permit wild ideas encourage

dreaming% and thin#ing around the problem.

c- Qu!ntit$:go for quantity% i.e. number of ideas do not e!amine quality or

feasibility of ideas at this stage.

d- C"ss 1e"ti'i4!tin 1 ide!s: 7ncourage members of the brainstorming

group to hitchhi#e on each other8s ideas% show no interest in identification

of ownership to each idea. $ne interesting side effect of the brainstorming

process is that the participants e!perience a (oint ownership of all ideas.

The stage of Brainstorming

The process of brainstorming consists of si! stages2

a- St!ting t#e ,"b'em:ll the participants of brainstorming sessions must

#now some details of the problem. Therefore in the first stage we state

the problem and try to provide some information about it.

b- Re3st!ting t#e ,"b'em2 in this stage% we as# participants to loo# at the

problem in different ways and identify as many facets of it as they can.

articipants restate the same problem depending on the way they loo# at


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it. if the problem is loo#ed at from many angles% it becomes easy to

generate a large number of solutions.

c- Se'e+t ! b!si+ "e3st!tement2 after listing down all the restatements% we

select one or two of these as a lead to the brainstorming session. This

selection can be done by the leader alone. This stage must be closed with

the clear definition of the ob(ective of the brainstorming session% viz. the

e!pected outcome. 'f this is not done% the session could easily degenerate

into a :gossip8 session.

d- 5!"m u,: this stage is used to give participants some time for free

wheeling and to prepare them for actual generations of ideas. 5ometimes

participants observe silence for minutes. 5ilent meditation can be a great

tool for use in this stage.

e- Ide! gene"!tin:generally participants sit in a circle. The leader displays

the selected statements and invites ideas. eople are encouraged to

spea# out the moment they get an idea. The leader notes down each an

every idea%without evaluation or (udgement. The process goes on tll theideation dries up.

f- 5i'dest ide!: in this final stage% the group ta#es up the wildest of the

ideas and attempts to turn it into something useful by further

brainstorming. fter this% the session is ended.

Dos of Brainstorming:


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5uspended (udgment.

llow wild and silly ideas.

;ave a warm up session.

7ncourage noise and laughter.

Ta#e more than one statement of the problem.

Donts of Brainstorming:

5pend too long on initial discussion.

llow observers.

Tape record the proceedings.

ccept interruptions.

&rag a session that has dried up.

Indi0idu!' B"!inst"ming


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- -"ee3/#ee'ing:This is a tas# of the right brain. ?eep a pencil and paper

handy to (ot down cue words for the ideas that come. )et into a quiet%

comfortable setting. @et your mind wander and try to thin# of ideas. ;ear%

see and feel solutions and record the ideas that come. Ao (udgement at

this stage. &on8t even bother about where on the paper you are (otting

each one down. The more fully you e!perience right brain thin#ing%

visualisation% dreaming% fantasizing% the more effortlessly ideas will

come. 'f you feel stuc#% loo# at the cue words% get the ideas from the

earlier ones% retrace the earlier thin#ing path way or try venturing a

different path of thin#ing. 'f you find yourself analyzing% #now that you are

engaging your left brain and shift bac#. 6ust let your right brain go and

en(oy the process without any leftward shifts.


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,3- E0!'u!tins !nd integ"!tin:$nce ample ideas have been generated%

its time for evaluation. &o this with both your right brain and the left. 'deas

that are feasible appeal to the left brain. Those that loo# attractive and

give you a good feeling appeal to the right brain. 'f both ideas of your

brain react positively% the idea is rational and emotionally acceptable.

5hort list such ideas and run through them again. $ften at this point a

number of them fall into a pattern or form a whole solution.

'nternal brainstorming is an important step towards using your right brain

and practicing conscious shifts between the hemispheres.

G"u, B"!inst"ming

)roup brainstorming can be very effective as it uses the e!perience and

creativity of all members of the group.


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To run a group brainstorming session effectively% do the following2

&efine the problem you want solved clearly% and lay out any criteria to be met

?eep the session focused on the problem

7nsure that no one criticizes or evaluates ideas during the session. Driticism

introduces an element of ris# for group members when putting forward an idea.

This stifles creativity and cripples the free running nature of a good brainstorming

session

7ncourage an enthusiastic% uncritical attitude among members of the group. Try

to get everyone to contribute and develop ideas% including the quietest members

of the group

@et people have fun brainstorming. 7ncourage them to come up with as many

ideas as possible% from solidly practical ones to wildly impractical ones.


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nd again% it*s worth e!ploring the use of computerbased tools for group

brainstorming. s long as you*re reasonably quic# with #eyboard and mouse%

these significantly improve the quality and effectiveness of a brainstorming

session.

7e$ ,ints:

Brainstorming is a great way of generating radical ideas. &uring the

brainstorming process there is no criticism of ideas% as free rein is given to

people*s creativity ,criticism and (udgment cramp creativity.-

This often ma#es group brainstorming sessions en(oyable e!periences% which

are great for bringing team members together.

'ndividual brainstorming is best for generating many ideas% but tends to be less

effective at developing them. )roup brainstorming tends to develop fewer ideas%

but ta#es each idea further. )roup brainstorming needs formal rules for it to wor#smoothly.

Cn+'usin

Brainstorming is a popular method of group interaction in both educational and

business settings. lthough it does not appear to provide a measurable

advantage in creative output% brainstorming is an en(oyable e!ercise that is

typically well received by participants.

BIBLIOGRAP6Y


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Brainstorming Mansi