Brainstorming is a dynamic group creativity technique aimed at generating a plethora of ideas to solve problems.
Developed by advertising executive Alex F. Osborn in the 1940s, this method was introduced in his book “Your Creative Power.” It was designed to enhance the creative output of his team at BBDO (Batton, Barton, Durstine & Osborn).
The essence of brainstorming lies in encouraging participants to think freely, fostering an environment where all ideas are welcomed.
Core principles include deferring judgment, embracing wild ideas, building on others’ contributions, maintaining focus on the topic, and prioritizing quantity over quality during the initial stages.
Typical Stages of Brainstorming
The process of brainstorming is usually divided into 5 stages:
Preparation
- Define the Problem: Clearly articulate the problem or objective to ensure everyone understands the focus.
- Set Objectives: Establish goals for the brainstorming session.
- Define and Participants: The collaboration and perspectives shared by different roles/departments can help stimulate creativity.
- Gather Participants: The ideal number of people in a brainstorming session is 6-10. It provides a diverse range of perspectives while still being manageable. It allows for a balance of idea generation and effective group dynamics. Smaller groups (3-5 people) can be effective while larger groups (11+) people can generate a high volume of ideas, but the engagement of each one might decrease.
- Prepare Materials: Ensure all necessary materials (e.g., whiteboards, markers, sticky notes) are available.
Idea Generation
- Roles Involved:
- Facilitator: Lead the session, keep it focused, and ensure adherence to brainstorming rules.
- Participants: Follow the rules and actively contribute ideas without self-censorship or criticism.
- Note-Taker: Write down all ideas clearly and accurately, group similar ideas and keep the notes organized for easy reference during the evaluation phase.
- Timekeeper: Keep track of the time for each phase of the brainstorming session (20-60 mins per session is recommended).
- Evaluator: Review and assess the ideas based on the set criteria. Can be the same people in the group, or can look for feedback from experts.
- Set Ground Rules: Reinforce the rules of brainstorming, such as deferring judgment, encouraging wild ideas, and building on others’ ideas.
- Generate Ideas: Allow participants to share ideas freely. Ideas should be recorded visibly for the group to see, such as on a whiteboard or large paper.
Idea Organization
- Categorize Ideas: Group similar ideas together to identify themes and patterns.
- Clarify and Expand: Ask participants to explain their ideas in more detail if needed and encourage further expansion on promising ideas.
Evaluation and Selection
- Set Criteria: Establish criteria for evaluating ideas based on feasibility, impact, and relevance.
- Discuss and Refine: Review and discuss the ideas as a group, refining and combining ideas where appropriate.
- Select Best Ideas: Vote or come to a consensus on the most promising ideas to pursue further.
Implementation Planning
- Develop Action Plan: Create a plan for implementing the selected ideas, including assigning responsibilities and setting deadlines.
- Follow-Up: Schedule follow-up meetings to track progress and make necessary adjustments.
By following these stages and principles, you can effectively harness the power of brainstorming to unlock creativity and drive innovative solutions in any group setting.
Key Considerations
Diversity of Participants
Including individuals from different backgrounds, departments, or areas of expertise can lead to more innovative ideas.
Withhold Criticism
A comfortable and open environment that encourages creativity and free thinking is crucial for effective brainstorming. Criticism during the idea generation phase is discouraged. Judgment should be deferred until later.
Encourage Wild Ideas
Outlandish ideas are welcomed as they can be the starting point for more practical solutions.
Build on Others’ Ideas
Participants should suggest improvements or variations to ideas already mentioned.
