Centaur-Shield

Process for generating creative idea and solutions through intensive and freewheeling group discussion. Every participation is encouraged to think aloud and suggest as many ideas as possible, no matter seemingly how outlandish or bizarre. Analysis, discussion, or criticism of the aired ideas is allowed only when the brainstorming session is over and evaluation session begins.

Brainstorming with a group of people is a powerful technique. Brainstorming creates new ideas, solves problems, motivates and develops teams. Brainstorming motivates because it involves members of a team in bigger management issues, and it gets a team working together. However, brainstorming is not simply a random activity. Brainstorming needs to be structured and it follows brainstorming rules. The brainstorming process is described below, for which you will need a flip-chart or alternative. This is crucial as Brainstorming needs to involve the team, which means that everyone must be able to see what's happening. Brainstorming places a significant burden on the facilitator to manage the process, people's involvement and sensitivities, and then to manage the follow up actions. Use Brainstorming well and you will see excellent results in improving the organization, performance, and developing the team.

Brainstorming has numerous benefits to both you and your organization. You can profit from it by improving the products and services you provide and you can benefit your personal career by being the originator of good ideas and solutions to existing problems. Obviously, if the company's profits and market share increase because of you then you will get salary increases and will be promoted quicker than people who do not contribute in such a positive way.

If you are a manager of a group then it is in your interests to promote better creativity and cooperation within your group and you will not only be praised for your successes by your own manager, but your subordinates will like you all the better too. A group which can operate in a more participatory way and which has the opportunity to put their ideas forward is a happier and more successful group. A better environment can be obtained just by holding regular brainstorming sessions because the freedom of thought expressed in these sessions filters through to the normal working environment.


Brainstorming Process

1. Define and agree the objective.
2. Brainstorm ideas and suggestions having agreed a time limit.
3. Categorize/condense/combine/refine.
4. Assess/analyze effects or results.
5. Prioritize options/rank list as appropriate.
6. Agree action and timescale.
7. Control and monitor follow-up.

In other words:

Plan and agree the brainstorming aim

Ensure everyone participating in the brainstorm session understands and agrees the aim of the session (e.g, to formulate a new job description for a customer services clerk; to formulate a series of new promotional activities for the next trading year; to suggest ways of improving cooperation between the sales and service departments; to identify costs saving opportunities that will not reduce performance or morale, etc). Keep the brainstorming objective simple. Allocate a time limit. This will enable you to keep the random brainstorming activity under control and on track.

Manage the actual brainstorming activity

Brainstorming enables people to suggest ideas at random. Your job as facilitator is to encourage everyone to participate, to dismiss nothing, and to prevent others from pouring scorn on the wilder suggestions (some of the best ideas are initially the daftest ones - added to which people won't participate if their suggestions are criticized). During the random collection of ideas the facilitator must record every suggestion on the flip-chart. Use Blu-Tack or sticky tape to hang the sheets around the walls. At the end of the time limit or when ideas have been exhausted, use different colored pens to categorize, group, connect and link the random ideas. Condense and refine the ideas by making new headings or lists. You can diplomatically combine or include the weaker ideas within other themes to avoid dismissing or rejecting contributions (remember brainstorming is about team building and motivation too - you don't want it to have the reverse effect on some people). With the group, assess, evaluate and analyze the effects and validity of the ideas or the list. Develop and prioritize the ideas into a more finished list or set of actions or options.

Implement the actions agreed from the brainstorming

Agree what the next actions will be. Agree a timescale, who's responsible. After the session circulate notes, monitor and give feedback. It's crucial to develop a clear and positive outcome, so that people feel their effort and contribution was worthwhile. When people see that their efforts have resulted in action and change, they will be motivated and keen to help again.