Brainstorming
 Brainstorming
is a method used to generate a large number of ideas from a group of
people in a short period of time, without judgment or restriction.
When should we conduct brainstorming?
Brainstorming is useful when you want to generate a large number of
ideas about issues to tackle, possible causes of problems, approaches
to use, or actions to take. Brainstorming helps a team break free of
old, ineffective ideas. This free wheeling technique for generating
ideas may produce some that seem half-baked, but it can lead to new
and original solutions to problems.
It also:
- Encourages creativity
It expands your thinking to include all aspects of a problem or a
solution. You can identify a wide range of options.
- Rapidly produces a large number of ideas
By encouraging people to offer whatever ideas come to mind, it helps
groups develop many ideas quickly.
 Equalizes
involvement by all team members
It provides a non-judgmental environment that encourages
everyone to offer ideas. All ideas are recorded.
- Fosters a sense of ownership
Having all members actively participate in the brainstorming
process fosters a sense of ownership in the topic discussed and in
the resulting activities. When the people in a team contribute personally
to the direction of a decision, they are more likely to support it.
- Provides input to other tools
You may want to merge the brainstormed ideas. And, if appropriate,
you can work with the team to reduce the number of ideas by multi-voting.
How do we conduct brainstorming?
For all participants to enjoy a creative and productive brainstorming
experience, the facilitator needs to review and get team members’
buy-in on the ground rules for the session. These are the rules:
- Active participation by all team members. Everyone expresses his
or her ideas, even if they seem silly or fat out.
- No criticisms, compliments, or other comments during the brainstorming
session.
Build on ideas generated by other team members.
- All ideas written exactly as presented and displayed where everyone
can see them.
- Set a time limit. Brainstorming should be a rapid generation of
ideas, so do it quickly; 5-10 minutes works well.
- Clarify and combine.
After the brainstorm, go over the list to make sure that all team members
understand the ideas. Remember that you are only clarifying the ideas,
not making judgment about them. See whether two or more ideas that appear
to be the same can be combined.
Brainstorming Sequence
- Review the rules
Review the rules for brainstorming. Describe how the session
will be conducted by going over the points below.
- Set a time limit
Set a time limit for brainstorming, assign a timekeeper and
data recorder, and start the clock. Brainstorming should be a rapid
generation of ideas so do it quickly; 5-15 minutes works well. If
the time limit has expired and ideas are still being generated, you
can extend the time limit at five-minute intervals.
- State the question
State the topic to be brainstormed in the form of a question.
Write it down and post it where everyone can refer to it. Ensure that
everyone understands it.
- Collect ideas
Collect everyone’s ideas. After allowing a few minutes
for the participants to think about the question, ask them to give
their ideas. Establish either a structured or unstructured format
for calling out ideas.
- Structured
The facilitator establishes a rotation that enables each
person in the group to contribute an idea in turn. Any individual
who is not ready with an idea when his or her turn comes can pass
until the next round, when he or she may offer an idea or pass
gain.
- Unstructured
Team members call out ideas as they come to mind. This method
calls for close monitoring by the facilitator to enforce the ground
rules and ensure that all team members have a chance to participate.
 Record
and display ideas
Record ideas on a chart pack as they are called out, or collect
ideas written by team members on post-its. Display the ideas where
everyone can see them. Having the words visible to everyone at the
same time avoids misinterpretation and duplication and helps stimulate
creative thinking by other team members.
- When recording ideas, ensure that they are written down exactly
as spoken by the team member. Don’t interpret.
- Try to generate as long a list as possible. Keep brainstorming
until all participants have passed or the allotted time has expired
- Clarify the meaning
Clarify each idea after all ideas have been presented, to ensure that
all members have the same understanding of it. Pointing to each idea
on the chart pack in turn, ask the participants whether they have
any questions about its meaning. You may have to ask the contributor
to explain the idea in a different way.
- Eliminate duplications
If two or more ideas appear to mean the same thing, you should
try to combine them or eliminate the duplicates. Before you can wrap
the like ideas into a single item or eliminate any items on the list,
all of those who contributed the similar ideas must agree that they
mean the same thing. Otherwise, they remain as separate items.
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