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Brainstorming
4.2.1. Why and how to use Brainstorming ...................................................................... 2 4.2.2. Where is Brainstorming used?.............................................................................. 2 4.2.3. Schema and procedure for a brainstorming session ............................................. 4 4.2.4. Tools and example ............................................................................................... 5 4.2.5. Resources ............................................................................................................ 8
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4 basics rules to run a Brainstorming session (provided by Osborn) Osborn provides four basic rules for brainstorming: 1. "Criticism is ruled out. Negative judgments of ideas must be withheld until later. 2. Free-wheeling is welcomed. The wilder the idea, the better it is easier to tame down than to think up. 3. Quantity is wanted. The greater the number of ideas, the more the likelihood of winners. 4. Combination and improvement are sought. In addition to contributing ideas of their own, participants should suggest how ideas of others can be turned into better ideas; or how two or more ideas can be joined into still another idea.
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Tips and tricks - rules to run a session There are simple rules to run a brainstorming session. Identify a clear topic that will be discussed; Encourage generating ideas; Write all ideas so the whole group can see them easily; Dont judge ideas; Any person and any idea are equals in value; Limit the time; Dont discuss on ideas. All discussions will take place after brainstorming is finished. Organise small group of persons (<=10); Encourage creativity. All ideas are welcomed. The brainstorming session need a leader, called facilitator; Build on others peoples ideas; No idea is wrong; Evaluate the ideas in 2 steps: one step is to define criteria to select the good ideas and the next step is to evaluate the ideas with the selected (defined) criteria and write down the results The sessions must end with a plan to implement (apply) the selected ideas generated in the brainstorming sessions.
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Procedure for a brainstorming session 1. Select a leader and a recorder of the ideas. It could be the same person. This person is called facilitator and has the following role: o to pose the problem to the group, like a question: What can we do about this problem? or What are your ideas?; o to maintain the discussions of the group focused on the proper topic; o to encourage everyone to say what they think; o to protect the participants from the criticism; o to respect the rules of the brainstorming session; o to respect the limit of time; o to record all ideas; o to summarize the ideas; 2. Define the problem to be brainstormed. Make sure that every participant has understood the topic of the session. The solution of the problem is the objective of the session. The facilitator has to write down the problem on the board. 3. Set up the rules of the session and let every participant to know them. 4. Start the session. The facilitator leads the session. 5. Once the session has finished, the leader has to resume the ideas: eliminate the ideas that are similar or repeated, group the ideas and the concepts; eliminate the ideas that dont fit to the analysed problem. 6. Evaluate the ideas: o write down some criteria (about five) to select which ideas are the best. The criteria should start with the word should, e.g. it should be the minimum cost; o mark each idea with a score for: each criteria. o the idea with the highest mark will be selected to solve the problem. Keep a record of all best ideas and their marks. 7. Inform the group about the remaining ideas and discuss with the group an action plan to implement the solution. If this is difficult do another brainstorming session to make a plan to implement the solution.
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The modern tools and techniques used in advanced brainstorming are: Brainstorming software tools: brainstorming toolbox, software to generate conceptual maps; Creative thinking techniques: random word technique, random picture technique, False Rules technique, scamper method, analogies, role play, Alexander technique [more info].
Conclusions Brainstorming is not the only method to generate ideas. However, brainstorming is the first and simplest of these methods. To see other methods click here. Example Problem: get new customers for a market. Steps to be followed in organising a brainstorming session:
1. Selection of a facilitator (she/he has to have good communication skills, hold a certain level of authority in the group). 2. The facilitator raise the problem: How can you get new customers? He writes down on a board the problem. 3. Set up the rules of the session: limit time: 20 minutes, anyone can produce any idea about the problem, every participant has to respect the idea of his colleague. 4. The participants at the session start to issue ideas. The scriber draw a map (star form, with all ideas). 5. The facilitator summarises the ideas. 6. Set up the criteria to mark the ideas: 1- cost; 2- should be solved with the actual employers; 3speed of implementation; 4- implementation difficulty. 7. Marking ideas: The score for each criteria is from 1 to 5 .
Criteria no, 1 Criteria no, 2 Criteria no, 3 Criteria no, 4 Average Advertising Advertising Posters Must be continuous Media Newspaper 3 1 4 1 1 1 5 5 5 5 5 5 3,5 3 3,75 3 5 1 1 5 5 5 5 3,5 4
New products
4,5
Garden products
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3 3
1 5
3 4
3 3
2,5 3,75
Monthly payments Advance 0 First payment after two month Promotional supply Buy a product get a new product with low price Decrease prices
4 1 1
5 5 5
4 1 1
3 2 2
4 2,25 2,25
5 4
5 5
5 5
5 5
5 4,75
4,25
8. Inform the group about the idea selected and make an implementation plan. See the picture: the ideas that have been discarded are crossed with a red line.
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4.2.5. Resources
Internet sites http://www.mindtools.com/brainstm.html http:/www.brainstorming.co.uk/tutorials/whatisbrainstorming.html http://www.brainstorming.co.uk/tutorials/definitions.html#brainstorming http:/www.mcli.dist.maricopa.edu/authoring/studio/guidebook/brain.html http://www.brainstorming.co.uk/tutorials/brainstormingrules.html http://www.brainstorming.co.uk/tutorials/brainstormingprinciples.html http://modena.intergate.ca/personal/gslj/brainstorms.html http://www.creativeadvantage.com/ideation_techniques_overview.html http://www.brainstorming.co.uk/tutorials/creativethinkingcontents.html http://www.conceptdraw.com/en/products/mindmap/ap-creative-thinking.php http://www.brainstorming.co.uk/tutorials/creativethinkingcontents.html http://ksi.cpsc.ucalgary.ca/articles/ConceptMaps http:/www.cs.uah.edu http://www.inspiration.com http:/www.jfsowa.com/pubs/semnet.htm http://www.scn.org/cmp/modules/brn-vis.htm
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