By Sherif Attar
In a world of ever-changing ambiguity and uncertainty, executives have to face two challenges: excellent performance and people development. Where many managers think those endeavours are “competing”, this author believes they are “completing”. GET DOWN TO BUSINESS argues.
Brainstorming revisited
Brainstorming is a popular tool to generate creative solutions. It is useful when you want to break out of established patterns of thinking. It can overcome many issues that make group problem-solving an unsatisfactory process.
Brainstorming brings the diverse experience of team members into play. This increases the richness of ideas and help you get buy in from members for the solution chosen – after all, they were involved in developing it. Because brainstorming is fun, it helps team members bond with one-another as they solve problems in a positive environment.
What is brainstorming?
Brainstorming combines a relaxed, informal approach to problem-solving with lateral thinking. It asks for ideas that can seem a bit crazy. However, some of these ideas can be crafted into creative solutions, or spark more ideas. During brainstorming there should be no criticism: You are trying to open up possibilities. Ideas should be evaluated at the end.
Individual brainstorming
Studies have shown that when individuals brainstorm on their own, they come up with more and better quality ideas. In groups, people aren’t always strict in following the rules. People may pay so much attention to other people’s ideas that they’re not generating own ideas, or forgetting these ideas while waiting for their turn. This is called “blocking”.
When on your own, you do worry about other people’s egos or opinions, and can, therefore, be more creative. You may not, however, develop ideas as fully when you brainstorm on your own, as you do not have the wider experience of other members.
Group brainstorming
Group brainstorming is very effective for bringing the full experience of all members. When members get stuck with an idea, another member’s creativity can take the idea to the next stage. Group brainstorming can develop ideas in more depth.
Another advantage of group brainstorming is that it helps everyone to feel they’ve contributed to the solution. What’s more, brainstorming is fun, and great for team-building!
How to use the tool:
You can get the best results by combining individual and group brainstorming, and by managing the process according to the “rules”. That way, you get people to focus on the issue without interruption.
Guidelines to run group brainstorming :
Comfortable environment.
One person to record the ideasin a format than everyone can see.
Warm-up exercise or ice-breaker.
Define the problem you want solved clearly.
Give people time on their own at the start to generate ideas.
Encourage developing other people’s ideas.
Encourage enthusiastic attitude.
Ensure the“no criticism”rule.
Have fun with impractical ideas!
Ensure no train of thought is followed for long.
Take breaks so people can continue to concentrate.
Where possible, participants should come from wider range of disciplines. However, don’t make the group too big – 5 to 7 people are most effective. Go ahead, brainstorm and enjoy your team meetings!
For questions or suggestions, please send your comments.
Sherif Attar, an independent management consultant/trainer and organisation development authority, delivers seminars in the US, Europe, Middle East and the Far East.
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