To brainstorm or not to brainstorm – that is the question…
01/04/2010, Author: Luigi Paiano
There was an article in The Mail yesterday (31st March) regarding brainstorming and its apparent ineffective nature. The article cites research completed recently at Texas A&M University highlighting a gradual decline in the number of fresh ideas generated. It essentially says that fresher more creative ideas are best sought from individuals
This isn’t a new position, and there have been thoughts to this end from back in the early 90’s from the likes of Mullen et al and also Diehl* & Stroebe**. Even Alex Osborn, who coined the term ‘brainstorming’ in the 1940s acknowledged the value of individual reflection but advocated the implementation of those ideas into a group at some stage.
I’ve been part of and have facilitated brainstorming sessions that have been immensely fresh, creative and productive. Some of these were traditional ‘classic brainstorms’, and others had indeed allowed for individual thought beforehand, asked for cumulative ideas to be encouraged and so on.
I believe that as long as the parameters for the session are set and understood and different methods of delivery are used (see some example methods below) brainstorming will always have a place in innovation and creative thought processes. Plus, don’t forget the other benefits – team working, energising and potentially motivational.
So, for this week’s tip, I’d like to share some of the methods I have found productive, and also the rules or guidelines I subscribe to when facilitating a brainstorm.
Guidelines…
1. Have a facilitator who can manage sensibilities, motivation and involvement
2. State the problem you are tackling clearly and up front
3. Capture ALL ideas
4. If possible, allow some time for individual thought beforehand
5. Suspend discussion, reason giving, judgment or evaluation during ideation (see my blog from a fortnight ago ‘ We don’t do that here’)
6. Keep it light, fun and relaxed
7. At some stage later do something with the output, which might involve evaluating, proposing, or making a decision. Ensure to acknowledge all ideas and store the ones that don’t make it this time
And some alternative methods to the ‘classic brainstorm’:
o Time Limits. Having short spurts of energy can engender more creative suggestions – this doesn’t mean cutting people off and not returning to the idea – you can brainstorm for perhaps two minutes, stop, do something else (or take a break), then return for another spell.
o All at Once or One by One. Both have their place – the former can create a competitive feel and be energetic, the latter can be better for idea development and/or accumulation to flourish.
o Left Field tangents. Set the task, then ask for ideas that come from a different place. For example:
- Ridiculous ideas only (then try to make them work)
- Visual triggers (unconnected images that prompt tangential thought)
- From others’ shoes (putting yourself in someone else’s shoes – what would they do?)
So – are you going to give brainstorming a chance?
Have a great Easter break – we’ll be back next week
Luigi
References should you wish to look deeper into this:
Fully Daily Mail article 31st March: http://www.dailymail.co.uk/sciencetech/article-1262326/Brainstorming-sessions-useless-groups-fixate-thing.html
* Nijstad, B. A., Stroebe, W. Lodewijkx, H. F. M. (2003). Production blocking and idea generation: Does blocking interfere with cognitive processes? Journal of Experimental Social Psychology, 39, 531-548.
* * Diehl, M., & Stroebe, W. (1991). Productivity loss in idea-generating groups: tracking down the blocking effect. Journal of Personality and Social Psychology, 61, 392-403.
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