Brainstorming

Brainstorming is a team tool for generating as many ideas as possible for a chosen topic. The goal is to unleash creative energy of the participants to bring as many ideas as possible to solve the problem. 

What is the purpose of brainstorming? 

The method of Brainstorming serves to generate the greatest number of ideas related to a pre-defined topic. It is used when analytical methods fail, and there is a need to create a new, often "wild" perspective on the problem being examined. The foundations of this method are very old, dating back to the times of philosophical discussions in ancient Greece. However, for practical purposes, Alex Faickney Osborn adapted and published it in the book "Applied Imagination" (1953). The name of the method can be translated as a "storm of ideas" or "idea exchange." 

When used correctly, the Brainstorming method can unleash the participants' creative and logical thinking. Despite its frequent use, the method is criticized for its lack of effectiveness. 

Practical Application of Brainstorming: 

Since Brainstorming works more with ideas and concepts than with facts, it heavily relies on the participants' mental state. Human psychology comes into play, and it is essential to align the team to the same emotional level for successful Brainstorming. 

Three principles of Brainstorming: 

1. No judgment during idea generation: It is essential to prevent any evaluation or criticism of ideas during the brainstorming phase. Participants must have the freedom to express any opinion without fear. 
2. Encouragement of a relaxed atmosphere: The team should consist of people who know each other and feel comfortable sharing their opinions. An informal environment is suitable as it helps participants relax. The goal of brainstorming is to generate as many ideas as possible, regardless of their quality. 
3. Record everything: All ideas that emerge must be captured in writing. One team member can take notes, or participants can write their ideas on sticky notes and place them on a wall. The latter method is more efficient. 

Brainstorming proceeds through several consecutive phases: 

• The team gathers in a room with a pleasant atmosphere. Each team member should have pen and paper. The moderator introduces the topic and provides additional information. Details of the topic are clarified through a brief discussion. Participants then have a few minutes of quiet reflection. 
• After this time, the moderator opens the floor for idea generation. The principle is that anyone can say anything, but only one person speaks at a time. The moderator ensures adherence to these rules. All ideas are recorded, and it is forbidden to comment on or evaluate any idea. 
• Questions aimed at clarifying the idea are allowed. Idea generation should not end until all ideas have been voiced. The participants should determine when to conclude this phase. 
• After the idea generation phase, the team groups similar ideas and uses one of the cause-and-effect relationship tools, such as an Ishikawa diagram or an Affinity diagram, to identify the cause of the problem defined in the topic. Tools like Multivoting are used for prioritizing ideas. 

The Result of brainstorming 

The outcome of a brainstorming session should be proposals for solving the problem in the form of an action plan. At the end, the moderator thanks the participants for their ideas and participation. 

The success of brainstorming depends on factors that consciously or subconsciously influence the behaviour of the participants. This is also the basis for criticism of the method. 

Because participants subconsciously feel peer pressure, they may refrain from expressing certain ideas out of fear of being judged by their colleagues. Therefore, it is essential to ensure a friendly, informal atmosphere and avoid delegating superiors or individuals with highly critical and self-centred thinking to the team. 

As expressing opinions is not mandatory, some participants may lose motivation to actively contribute to idea generation (social loafing). Therefore, it is crucial to have proactive individuals in the team who actively engage in finding solutions. 

Some ideas may get lost because only one participant can speak at a time (no interrupting allowed). Some participants might forget an idea or choose not to express it due to the fear of evaluation. Therefore, it is beneficial for participants to write down their ideas.

How We Can Help: 

Brainstorming is a commonly used method for creatively seeking solutions when analytical approaches have failed. Freeing up ideas often leads to surprising and interesting perspectives on the problem at hand. If you would like to experience how brainstorming works, you have the opportunity to participate in our training sessions. 

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