What is Brainstorming?

Brainstorming is a method for developing creative solutions to problems. The idea is to focus on a problem, and then come up with as many solutions as possible and then by pushing these ideas as far as possible.

Brainstorming is probably the most widely used tool for creative thinking. It was developed for the advertising industry in the 1950s by Alex Osborn. The rules are simple:

1. Criticism is ruled out.
2. "Free-wheeling" is welcomed.
3. Quantity is wanted.
4. Combination and improvement are sought.

Thus, during a brainstorming session, there is no criticism of ideas - every idea is to open up as many possibilities as possible. The objective is to break down any preconceptions about a problem having limits.

1.  Seating is arranged so that team members can see one another and a newsprint flip chart or whiteboard.

2.  The brainstorming session begins with the statement of a problem or a topic, in specific terms. The problem should be simple so that the group can focus on a single target.

3.  One member begins the process by offering an idea about how to solve the problem. The individual to that person's left (or right)   then contributes an idea, and so on around the group until all ideas have been exhausted. In brainstorming, only one person may speak at a time. This allows all members the opportunity to participate and it also encourages "piggybacking" on previous ideas.

4.  While the members are contributing ideas, a designated recorder lists all ideas on the flipchart or whiteboard as they are generated.

5.  Anyone may "pass" on a particular round if he or she has nothing to contribute.

6.  The time allotted for idea generation may vary, depending on the needs and schedule of the group.

a.  No criticism, evaluation, judgment, or defense of ideas is to occur during the idea-generation phase. The objective is to generate as many ideas as possible, rather than to decide on their merits.

b.  All ideas are encouraged. At this stage, no idea is too "crazy" to mention. Creativity is the goal, and members are encouraged to say whatever occurs to them. Far-fetched ideas may trigger more practical ones -- this is the essence of "piggy-backing".

c.  Quantity is more important than quality at this stage. The more ideas there are, the more likely it is that there will be several useful ideas.

d.  Members should feel free to combine ideas and to add to or build on the ideas of others in order to create new combinations, improvements, or variations.

 

1.  Criteria are established by which the ideas will be evaluated. The criteria may include feasibility, complexity, cost, human factors, timing, quality resources required, safety, work flow, and any other pertinent factors. It should be decided whether any idea must meet a certain number of these criteria in order to be considered in the final evaluation.

2.  Each idea is discussed and evaluated. Ideas may be combined.

3.  It may be necessary to conduct several levels of evaluation before a final solution is selected.

4.  The single idea or combination of ideas that represents the best solution is then announced to all concerned.