Brainstorming method. Features of the application of the "brainstorming" method in a food enterprise Brainstorming method in management

30.03.2022

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The "brainstorming" method is widely used for the systematic training of creative thinking and its activation.

It is known that criticism or even fear of criticism interferes with creative thinking. Of course, any new idea can be wrong. If the author is afraid of criticism, which may be caused by the fact that his idea is bad, he will not express unverified thoughts. In this case, many potentially good ideas will be lost. In order to eliminate the fear of criticism when generating an idea and the consequences it causes, A. Osborne developed a method of so-called "brainstorming". His book Applied Imagination, published in 1957, was adopted as the basis for lecture courses at the Massachusetts Institute of Technology, as well as in other US institutions of higher education, in colleges, research institutes and industrial companies.

The method proposed by A. Osborn is used to identify as many original ideas as possible. In essence, it is a modified method of free association. The emphasis is on relaxing attention to the critical evaluation of the value of individual ideas. What matters is not their quality, but quantity. Criticism of the ideas put forward is made later, after the "creative session" is over.

The main rules for holding meetings (sessions) using the "brainstorming" method are recommended:

Formulate the problem in basic terms, single out a single central point.

Do not declare false and do not stop researching any idea.

To take up an idea of any kind, even if its relevance seems dubious at the time.

Provide the support and encouragement that is so necessary to free participants from their inhibitions.

Evaluate and select ideas only after the end of the session with the help of a group of experts, preferably not participating in the session.

The success of a brainstorming meeting largely depends on its leader, who must be able to conduct meetings in accordance with certain rules, master the necessary techniques, be able to ask questions, suggest or clarify ideas submitted, make sure that there are no big pauses in the expression of ideas, or so that the expression of ideas does not go only in a rational direction (if this happens, the leader must take preventive measures, for example, suggesting a deliberately fantastic or impractical idea, directing reasoning along a less rational channel with a leading question).

The allowed number of participants in the meeting is from 4 to 15 people. The duration of the meeting according to the method of direct collective "brainstorming" - from 15 minutes to 1 hour, depending on the nature and complexity of the problem. A secretary is assigned to record the ideas expressed or a tape recorder is used.

The group of experts carefully studies the statements of the participants in the meeting, paying special attention to the possibility of using original, although, at first glance, unrealistic ideas. Experts first select ideas that can be implemented at a given state of the art, then they select the best ideas for application in specific conditions.

In the event that it is necessary to identify shortcomings and contradictions in the technical object to be improved, a reverse "brainstorming" is carried out. In reverse brainstorming, in contrast to direct brainstorming, the main attention is paid to critical remarks, and the choice is made not of a general, but of a purely specific technical (or technological) task.

The Soviet researcher A. Alexandrov proposed an analogue method with a destructive relative valuation. Its essence lies in the activation of the creative potential of the inventor in the collective generation of ideas with the subsequent formation of counter-tides. This provides for a step-by-step sequential implementation of a number of procedures:

the first stage is the formation of a group of participants in the dialogue, optimal in size and composition;

the second stage is the creation of a problem situation analysis group, the formation of an initial broadly defined inventive problem, the communication of the problem along with a description of the method of destructive related evaluation to all participants in the dialogue;

the third stage is the generation of ideas according to the rules of direct collective "brainstorming", special attention at this stage is paid to creating a creative atmosphere and a relaxed atmosphere; a pre-prepared list of ideas is not allowed to be read out; each participant can perform several times, but not in a row;

the fourth stage is the systematization of ideas by the problem situation analysis group; in the process of systematization, a nomenclature list of the expressed ideas is compiled; each idea is formulated using commonly used terms, after which it is analyzed in order to identify duplicate and (or) complementary ideas; the main, duplicating them and (or) supplementing ideas are combined and formulated in the form of complex ideas; signs are studied by which complex ideas can be combined, according to these signs, ideas are classified into groups, a list of groups of ideas is compiled that express the general principles of the approach to solving the problem;

the fifth stage is the destruction of ideas, i.e. assessment of their feasibility in the process of "brainstorming"; "brainstorming" at this stage is aimed at a comprehensive consideration of possible obstacles to the implementation of ideas;

the sixth stage is the evaluation of the critical remarks made during the previous stage, the compilation of the final list of practically used ideas, only those ideas that were not rejected due to critical remarks, as well as counter-ideas, are included in the list.

The method of dialogue with destructive related evaluation was used in teaching students of a number of universities. At the same time, it was found that the most effective results are achieved when all participants in the brainstorming session are rationally divided into three groups: generating ideas, analyzing the problem situation and evaluating ideas, generating counter-reviews. Groups can work independently. In some cases, effective results are obtained by repeating the meetings with some modification of the wording of the same task and at the same time replacing the functions performed by the groups (for example, transferring the responsibilities of the idea generation group to the analysis group, the responsibilities of the countermeasure generation group to the idea generation group and the responsibilities of the generation group to the countermeasure generation group). ideas).

The "brainstorming" method is usually used as a group method using the techniques of analogy, fantasy, inversion, empathy, but there are reports of its individual use. This method gives the best results when searching for solutions that are not exact, special, but are of a general or organizational nature. Sometimes simple inventive problems are solved with the help of this method.

The most famous method of psychological activation of thinking is "brainstorming", proposed by A. Osborne (USA) in the 40s.

"Brainstorming" is a collective method of searching for inventive solutions and new business ideas, the main feature of which is the division of participants into critics and "generators", as well as the separation of the process of generating and criticizing ideas in time. In addition, "brainstorming" involves the implementation of a number of rules:

1. You can not criticize the proposed ideas, disputes and discussions are prohibited.
2. Any ideas are welcome, including fantastic ones. There are no bad ideas.

The development, improvement and combination of other people's ideas is encouraged.

Ideas should be stated briefly, without interrupting the baton of ideas.

The main goal is to get as many ideas as possible.

Mandatory conditions for conducting a brainstorming session are the creation of favorable conditions for overcoming psychological inertia and the fear of expressing ridiculous ideas for fear of their criticism, attracting specialists of various profiles to the group, and their inclination to creative work. The group leader (leader) should be a specialist in the methods of technical creativity.

"Brainstorming" is a fairly universal method, which can be used in scientific, technical, administrative, commercial, advertising activities, both to search for non-standard solutions in technology, and to search for new business ideas.

Methods for finding new ideas and solutions. Brainstorm

Brainstorm- one of the most famous methods of collective search for solutions. It is used when searching for solutions in various areas of human activity with a lack of information.

Other names: brainstorming, direct brainstorming (Brainstorming). The author of the method is A. Osborne (USA), late 1930s. XX century.

Purpose of the method

Stimulate the group to quickly generate a large number of diverse ideas.

The essence of the method

· Separation in time of the process of generating ideas and the process of their evaluation.
·Group ideation process.
· The process is managed by a professional facilitator who is able to ensure compliance with all conditions and rules.
· Ideas are not yet a solution to a problem, but the emergence of a direction for its solution.
· The universality of the method is inversely proportional to its effectiveness.

Action plan

· Select a group of people to generate ideas and a group of people to evaluate ideas (4-8 people each).
· Familiarize participants with the rules of brainstorming.
·Clearly formulating the problem and presenting it in a form that is most convenient for the participants.
Strictly follow the rules of brainstorming.
·After the meeting of "generators" ideas are considered by a group of experts in the field.

Rules for Brainstorming

· Quantity of ideas is preferable to quality.
· Criticism of ideas at the stage of generation is prohibited.
· There should be no boss in the idea generation group.
· No bad ideas! Any ideas are welcome.
· Any idea should be developed, even if its relevance seems doubtful at the moment.
· Encouraging jokes, puns, fantastic ideas.
·Providing support and encouragement for the release of meeting participants from constraint.
· Keep your ideas short.
· All put forward ideas are fixed and then edited.
· When evaluating ideas, obviously erroneous and unrealistic ones are discarded.

Stages of brainstorming

1. Preparation

o Appointment of leader.

oSelection of participants for working groups.

o Selection of factual material.

oTraining and briefing of participants.

o Ensuring the activities of the participants.

2. Putting forward ideas

o Clarification of the task.

o Generation of ideas.

o Elaboration and development of the most valuable ideas.

o Recording proposals.

oEditing the list of ideas.

3. Evaluation and selection of ideas

o Understanding the problem.

o Definition of evaluation criteria.

oClassification and evaluation of ideas.

o Development of ideas based on analysis.

· Ease of development and simplicity in the address.
· Insignificant expenses of time for carrying out.
·Universality of the method.
· Most effective in solving organizational problems, as well as technical problems of a low level of complexity.

Flaws

· Solving relatively simple problems.
· Absence of criteria giving priority directions for putting forward ideas.
· No guarantee of finding strong ideas.

The essence of the brainstorming method is that a group of qualified experts is selected, but assessments and conclusions are made during the meeting. All experts are divided into two groups: the first generates ideas (gives marks), and the second analyzes them. At the same time, it is forbidden to criticize this or that idea. The idea with which the majority of experts will agree is considered correct.

Brainstorming method:

quite efficient and reliable;
this is the maximum of ideas in a short period of time;
it is the absence of any criticism;
it is the development, combination and modification of both one's own and others' ideas.

This method is specially designed to get the maximum number of offers. Its effectiveness is amazing: 6 people can come up with 150 ideas in half an hour. A design team working by conventional methods would never have come to the conclusion that the problem they are considering has such a variety of aspects.

Brainstorming technique

This is the brainstorming technique. A group of individuals is assembled, selected to generate alternatives. The main selection principle is diversity, qualifications, experience (this principle allows you to expand the fund of a priori information that the group has). It is reported that all ideas that have arisen both individually and by association when listening to the proposals of other participants are welcome, including those that only partially improve other people's ideas (it is recommended to write each idea on a separate card). Any criticism is strictly forbidden - this is the most important condition for brainstorming: the very possibility of criticism inhibits the imagination. Each in turn reads out his idea, the rest listen and write down on the cards new thoughts that arose under the influence of what they heard. All cards are then collected, sorted and analyzed, usually by another group of experts.

The number of alternatives can subsequently be significantly increased by combining the generated ideas. Among the ideas received as a result of brainstorming, there may be many stupid and unworkable ideas, but stupid ideas are then easily excluded by subsequent criticism.

Conditions and techniques for brainstorming

Categories of participants

There are no strict restrictions, but it is better to include workers with relatively little work experience in the group - they do not yet have developed stereotypes.
When solving specific problems, it is necessary to invite specialists (but they will be invited, not participants).
It is recommended to form mixed groups (of men and women). As a rule, the presence of representatives of different sex enlivens the atmosphere of work.
When conducting a brainstorming session, it is desirable that the number of active and moderate members of the group be approximately equal.
It is necessary that the difference in age, official position between members of the group be minimal. The presence of superiors also constrains and limits the flow of brainstorming.
It is not recommended to invite a skeptical leader to a brainstorming session, even if he participates in the role of an observer.
It is advisable from time to time to introduce new people into the group, new people bring in new views, ideas that stimulate thinking.

Number of participants:

The optimal composition of the group is from 6 to 12 people. The optimal number of participants is 7.
It is not recommended to split the group members into smaller ones (2 or more).
The number of people in a group also depends on the number of active and moderate members in it. If there are more active, then the number of people in the group should be less, more than moderate - on the contrary.

Setting, venue

For brainstorming, it is advisable to use an auditorium or a separate room away from extraneous noise. It is recommended to hang a poster on the wall with the basic rules for brainstorming.
It is desirable to have a board that participants can use to display their ideas. Tables and chairs are recommended to be arranged in the form of the letter P, O, a circle or a semi-ellipse. This facilitates the contact of participants and increases sociability. If the group is small (5-6 people), a round table is most convenient.
It is advisable to have a tape recorder: a person may not have time to delve into the idea and miss it.
Don't forget that humor is essential during the meeting. This contributes to the creation of a relaxed atmosphere and a creative atmosphere.

Duration and time

As a rule, the duration of the brainstorming session and the time ranges from 40 to 60 minutes. This is the most efficient time frame.
When solving simple problems or under time constraints, the most appropriate length of discussion is 10-15 minutes.
The best time to brainstorm is in the morning (10 am to 12 pm), but it can also be done in the afternoon (2 pm to 6 pm).

Types of Problems Solved by Brainstorming

The brainstorming method allows you to solve any problem that can be solved by a method that has several possible solutions. Brainstorming problems that have only one answer or a limited number of possible solutions are not suitable for this method.
It is also necessary to avoid solving too general, abstract problems.
It is recommended to avoid completely solving the problem in one session. If the initial formulation is too broad and general, it should be subdivided into a number of subproblems.
Brainstorming can be successfully used to collect information, not ideas, i.e., to find out sources or form questionnaire questions.
Problems for discussion are recommended to be formulated simply and clearly.

Voice the problem

The brainstorming topic is revealed to the participants in advance, a few days before the discussion. In this case, the facilitator (chairman) presents a summary of the topic or problem (up to 5 minutes, half a sheet), distributes it to the participants in advance.
Familiarization of brainstorming participants with a topic or problem directly during the brainstorming session.
There is also a mixed way of presenting a topic or problem for brainstorming. That is, partial rather than complete information on the problem is reported in advance.

Show or illustrate the way a problem or situation develops. If possible, it is better graphically.
Give recommendations on choosing the main points of contact. Use charts, models, and whatever is best suited for this purpose. It is desirable to show and explain all this simply and clearly.
Summarize the available points of view, show their advantages and disadvantages. Re-emphasize the need for a solution.

The role of the manager (leader)

The main functions of the leader are to inform all participants about the rules of brainstorming, to (leader) control over their observance, as well as to generally control the discussion so that it remains within the framework or boundaries of the topic or problem being discussed.
It is important that the leader himself participate in the generation of ideas. It should simultaneously act as a stimulator or catalyst in case of a slowdown in the rate of generating ideas. A good leader, as a rule, should have a list of possible solutions to a problem in advance.
The role of the leader is also to select participants for the brainstorming session at least 2 days before it takes place.
An effective leader is constantly throwing out "wild" and reckless ideas and suggestions to demonstrate that they are encouraged.
Sometimes it happens that it is difficult for a group of participants to get rid of traditional approaches, stereotypes in solving a problem. In this case, we recommend using a little trick: the leader stops the brainstorming and introduces restrictions: for 2-3 minutes, offer only impractical, most unusual ideas.
It often happens that participants continue to generate interesting ideas after the meeting. In this case, the task of the leader is to gather the group in a few days and fix these ideas.

Evaluation of ideas

To evaluate ideas, you need to select criteria. Evaluation criteria can be relevance, practical implementation, solvability on their own, novelty, etc.
Evaluation of ideas can be done by the same or different compositional group. If the evaluation is carried out by the same group of participants, then, as a rule, it is carried out after a few days.

Rules for Brainstorming

Rule 1: Any criticism of the ideas expressed during the brainstorming is prohibited.

The principle of brainstorming is to prioritize the quantity of ideas expressed over their quality. The ideas expressed by the participants, even the most crazy, can serve as a starting point for the development of the thought process of other participants. This is the advantage of collective thinking over individual. Any, even the smallest, assessment of the idea expressed can affect the entire process of brainstorming. It will be successful if each participant directs their efforts in a constructive direction.

Rule 2: Free flight of thoughts and encouragement of the most "crazy" ideas

The purpose of brainstorming as a collective creative process is to search for non-standard, non-traditional ideas. Otherwise, this process can turn into a regular meeting, where most often it is standard ideas and solutions that are proposed and discussed that are not always effective and efficient.

For the emergence of creative ideas, a certain mood is required, when thoughts freely rush through our head. This state is characterized by the inclusion in the work of our subconscious. For the appearance of such a mood, the participants in a brainstorming session should

conduct a special warm-up with tasks for analysis and synthesis, associative links, etc.

When expressing their ideas, participants need to remember that it does not matter at all whether they are applicable in practice or not, one way or another, many of them will probably help to find an effective solution.

Rule 3: Put forward as many ideas as possible

As already mentioned, for brainstorming, the number of ideas expressed is more important than their quality. While participants must (and can) generate ideas for a small limited time, they must learn to use ideas already expressed by other participants to think quickly and propose new ones.

In the practice of such groups, it can be noted that the purpose of brainstorming is to put forward more than 100 ideas in 20 minutes. The most productive (successful) brainstorming session is one in which 200-250 ideas are proposed in 20 minutes.

Rule 4: Mandatory fixation of all ideas

When conducting a brainstorming session, every idea should be recorded, even if it is repeated. All group members should see all captured ideas, so you should prepare for this in advance.

Usually ideas are written with markers on large sheets of paper. It is better to hang them up in advance, before the start of the brainstorming session, and place them on the walls so that they are clearly visible to each participant.

Rule 5: Idea incubation

After all the ideas are expressed and recorded, it takes time to think about and evaluate them. Why is this stage needed? The fact is that the incubation period allows a person to recover from the fatigue associated with solving a problem. A break in a difficult problem also makes it possible to forget inappropriate approaches to it.

Functional fixation may interfere with the solution of the problem, and it is possible that during the incubation period a person forgets the old and unsuccessful ways of solving it. Experience shows that during the period of incubation, a person continues to work on the task unconsciously. In addition, during a break in the process of solving a problem, material may be reorganized.

Stages of Brainstorming

Having learned the rules of brainstorming, you can now pay attention to the individual stages of successfully brainstorming and evaluating ideas after they have been “incubated”.

Stage 1

The leader should familiarize the group members with the rules for brainstorming. It is best to write these rules on a poster and hang it on the wall at every group meeting so that it is clearly visible to all participants.

Stage 2

For successful brainstorming, participants need to tune in to a creative way. The leader conducts a warm-up with the participants, solving various tasks for associative thinking, analysis and synthesis, etc. It is best for employees who are members of a permanent team to constantly develop their creative abilities.

Then it is recommended to conduct a brainstorming rehearsal. The group needs to choose a problem (preferably of a domestic nature), in which each of the participants is somewhat competent, and conduct a brief brainstorming (warm-up) in order to restructure thinking for the creative process.

Always do this, because it only seems that everyone can easily get involved in the work, but in reality this does not happen!

Problem statements for the warm-up are given in Appendix 1.

Stage 3

Group members should prepare to brainstorm by hanging large sheets of paper on the walls on which incoming ideas will be recorded. At the same time, it must be remembered that with the rapid pace of putting forward ideas, it may be difficult to fix them on paper. In this case, 2-3 people can fix ideas in turn. You can also accept the following conditions: participants fix their ideas on a small sheet of paper and express them in turn at the request of the facilitator.

Stage 4

The problem has already been formulated, but its definition is too general and needs to be clarified. In this case, the original wording should be placed as a heading on a large sheet of paper.
The group does not know what problem it will be working on, but in this case it should try to formulate a general direction for the search. In this case, it is best to start a general heading like this: “How can we ...” and then finish the phrase (transform something, improve something, etc.). After the final choice of the topic, its definition in the form of a heading is also placed on a large sheet of paper.

Stage 5

The ideation process can take place in a variety of ways. There are many different techniques based on the principles of brainstorming, some of which are described later in this chapter. But with different options for brainstorming, two approaches to the process of putting forward ideas are usually used.

1 approach. Participants can express ideas in turn, in a certain order. Usually the leader invites the next member of the group to speak. If one of the participants does not know what to offer, then he says: "I skip" and the right to speak passes to the next participant. The leader (or a member of the group specially allocated for this) fixes the expressed ideas on large sheets of paper. Participants are encouraged to record their ideas on small pieces of paper so as not to forget them while he waits for his turn to speak. In this case, ideas come in order and are easy to fix. In addition, all members of the group are involved in the process.

2 approach. The second approach is unsystematic, since each member of the group can express their ideas at any time. In this case, ideas are expressed freely and naturally, but there is great difficulty in fixing ideas. In this case, you can increase the number of people who will capture ideas (usually 2-3 people). The disadvantage of this approach is that it does not stimulate the direction of thought and does not guarantee the involvement of all participants in the process of putting forward ideas.

Stage 6

After all the ideas are fixed, it takes time to think about and evaluate them. Group members are encouraged to leave for at least a week after brainstorming to reflect on all the ideas.

It is best to hang up the idea sheet in a prominent place where the group members can see it at all times. In addition, to the discussion of the ideas expressed during the brainstorming, other employees of the enterprise add their ideas to the hanging sheets (brainstorming on the board).

Then, after some time (more often than a week), the group members conduct a new brainstorming session on the list of ideas compiled at the previous meeting.

Stage 7

It initiates the evaluation process. This usually happens at the next group meeting. The best way to organize the evaluation of ideas from the list is to group them by topic before some of the proposals are rejected as unrealistic. After receiving a list of ideas grouped by topic, each one should be reviewed to identify the best ideas that can be quickly and easily implemented.

Further actions of the group depend on the subject of brainstorming. If its purpose was to identify the problem to be worked on, then the group should choose a main topic and then focus on the ideas related to it in order to identify the most suitable ones for consideration. On the other hand, if the group has brainstormed a set of possible solutions to a problem, then the next step is to analyze them using the Pareto method (see Chapter 8) to identify one or two of the most suitable options. The Pareto Principle can also be used to carefully examine ideas while making accurate decisions.

Methods based on the principle (technology) of brainstorming

Brainwriting

This technique is based on the brainstorming technique, but the group members do not express their proposals out loud, but in writing. They write their ideas on pieces of paper and then exchange them with each other. The idea of a neighbor becomes a stimulus for a new idea, which is included in the resulting sheet. The group again exchanges sheets, and this continues for a certain time (no more than 15 minutes).

The rules of brainstorming also apply to writing thoughts: strive for more ideas, do not criticize the proposals put forward until the end of the session, encourage "free association".

Consider an example.

Perfume company managers decided to use the method of writing thoughts in search of innovative ideas for business development. Each participant in the meeting wrote down his idea on a piece of paper and exchanged with a neighbor. One manager thought about producing a new brand of soap and laundry detergent, while another listed a proposal to develop a new line of shampoo and hair conditioner. Well, and the third, when this leaflet with these two ideas came to him, combined them and offered to create a unique product: soap, shampoo and conditioner in one bottle.

Brainstorming on chalkboard

In the working premises, you can hang a special board on the wall, attack on the board so that employees place sheets on it with notes of those creative ideas that come to them during the working day. Hang this board in a conspicuous place. In the center of it should be written - in large bright (multi-colored) letters - the problem that needs to be resolved. Anyone who has an interesting thought that can help solve this problem can pin a piece of paper with the idea fixed on it.

Brainstorming in Japanese

This technique, developed by the Japanese Kobayashi and Kawakita, is based on the awareness of the need for a common approach for all group members to identify and solve problems. This technique is sometimes called "Rice Hail".

1) Problem definition

The team leader lists all concepts related to the topic (eg sales, costs, distribution services, competition).
Each of the participants writes down on the cards the factors associated with the problem under consideration - one fact per card. Facts should be relevant and directly related to the topic under study.
The host collects and redistributes the cards so that no one gets the old ones.
Group members choose those cards that are associated with the statement offered to their attention. These cards form a set.
The facilitator reads out the contents of one of the cards.
The group gives the set a name that reflects, in the general opinion, the essence of all the facts presented in the set. The name must meet the following requirements: its meaning must be derived from a set of facts, it must not be too general, it must not be a simple enumeration of facts from a set. By giving a name to the set, the group summarizes all the facts at their disposal and then extracts the crux of the problem from them.

Group members combine the rest of the facts into sets - each under their own name. Then all sets are added into one, to which the group gives a name that reflects the essence of the final set.

This final complex set will be as close as possible to the essence of the problem and its definition. Perhaps the keywords should be rearranged so that a clear and precise definition of the problem arises.

When a common understanding of the task appears in the group, the positions of the participants converge; all present agree on the definition of the problem; in the process of joint discussion, group members begin to feel a “feeling of the elbow”.

2) Problem Solving

Each participant writes down their solutions to solve the problem on separate cards - one option on each card, the number of options is not limited.
The leader of the group collects and redistributes the cards so that no one gets the old ones.
Participants select cards associated with this solution. When all offers are selected, they are grouped.
The facilitator reads one of the options.
The set is given a name. In the course of further discussion, the remaining proposals are also combined into sets of solutions to the problem, and from them the final set is already compiled. This set should contain the essence of all proposed solutions.

The title of the final set should express the essence of all sentences. The facilitator asks the group a question: “What unites all the proposed ideas?” The search for an answer will generate many thoughts, and the facilitator will be able to select and group the most interesting ones.

Multistage (cascading) brainstorming

In this case, all participants in the meetings (meetings) are divided into two groups: the “idea generation group” and the “evaluation group”. It is desirable that the “idea generation group” consists of people of equal rank. This group includes widely erudite brainstorming employees who are prone to fantasy, but clearly represent the essence of the task before them. Of great importance is the approximate equality of the members of the group in terms of temperaments. The optimal number of members of the "idea generation group", aimed at solving a problem of medium complexity, is 10 people.

The "assessment group" includes people with a critical mindset. Here, the presence of superiors with certain powers is mandatory. This is necessary so that a positive assessment of an idea has a real basis for its implementation.

Both groups must have leaders whose role is unusually great. This is the conductor of the "synthetic brain". A lot depends on his erudition, tact, ability to "get" the members of the group. It should be noted that the problem of selecting both groups is very important and complex. Let us formulate the main stages of a multi-stage brain attack.

Stage 1 "Reconnaissance". The first brainstorming session is held, in which the first ideas are put forward by the “idea generation group”. This stage is considered as the idea generation stage.

As a result of the implementation of this approach, two opposite lists of proposals for solving the problem are compiled. In sum, they contain a maximum of proposals and counterproposals. The greatest effect is obtained when the brainstorming participants in the first and second stages will be different people: emphasizing the need to “not touch” previously received proposals that are presented as dead ends, the facilitator does not prohibit their use.

Stage 3 "Synthesis". At this stage, the “assessment group” joins the discussion. It combines in one system the proposals made during the first and second discussions, and develops solutions.

Stage 4 "Forecast". On the basis of a "synthetic" list of ideas, it is proposed to predict the possibilities and difficulties arising from the solution.

Stage 5 "Generalization". The meaning of this stage is to generalize the received ideas, reducing their diversity to a small number of principles.

Stage 6 "Destruction". This stage is carried out in order to check the obtained results "for strength". Its task is to "smash" sentences from various positions: logical, factual, social. Criticism is allowed only in relation to the formulated ideas, but not to each other. To increase the efficiency of this stage, it is necessary to form a group of different qualities in intellectual and professional terms; ensure the administrative and legal independence of its members from the organizers of the development; do not name the authors of the ideas.

After all stages are completed, the final decision is made. However, it should be noted that the technique does not replace the talent, knowledge, or experience of people, it only increases their thoughts. The atmosphere of emotional elation, which is created during collective thinking, contributes to the discovery of the deep creative reserves of the human personality.

Every seventh problem can be solved using the brainstorming method. After reading this article, you will learn what and how to do to solve your problems, both in business and personal, using this method.

What is and when is it used?

You have probably come across such a situation, at work or even in life, when you need to solve an important and complex problem.

And from the ideas - boring templates, which are certainly not capable of utilizing the problem, except for a small improvement in the situation. So, just in this case, you need to use the brainstorming method.

Brainstorm is a method for generating ideas based on creativity and intelligence.

Now the picture is starting to take shape. A characteristic feature of the method and its main advantage is the ability to find a non-standard approach to solving a problem.

And that is why this approach will help you quickly find a way out where you do not see it. The areas where brainstorming is applied are vast.

And how, you guessed it, that more than one person is involved in the process. For example, it could be: , a client, a product developer, several potential clients.

However, the composition is selected based on the tasks. But I will tell you about this a little later.

Pros and cons

Brainstorming can be skillfully applied in any situation. At the same time, don't idealize it too much. Like any other problem solving method, it has its advantages and disadvantages.

Pros :

Efficiency;
A large number of solutions in a short time;
Opportunity to look at the problem from different angles;
Going beyond stereotypes when solving problems;
Exclusion of criticism;
Ease of mastering the method.

Minuses :

unpredictability of the result;
Lack of realistically feasible output proposals;
Influence of organizational process.

Proper organization of the process is the cornerstone of brainstorming.

According to statistics, every third assault does not lead to the desired result precisely because of non-compliance with the rules. Therefore, in order for you to have a result, carefully read the points below.

Rules for holding

Now let's take a closer look at this tool. But don't think, this is not an ordinary theory, these are important points that you should rely on when generating ideas.

And I will say right away that all this affects the result. In addition, someone has already stepped on this rake before you.

1. Quantity

Before you start organizing a method, you need to understand how many people are involved in the process.

It can be one person, or maybe five, ten ... And so brainstorming happens:

Individual

Yes, yes, it sounds unusual, but you can brainstorm alone. Therefore, by concentrating on the question, and at the same time releasing your creative potential, you get the opportunity to develop a thought into something really worthwhile.

For example, you are not ready to discuss the amount of your debts with anyone. Then the assault on finding ideas on how to get out of the debt hole, you can spend alone.

Moreover, solitary contemplation often brings more tangible results.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Group

This is already a kind of group discussion, because the procedure is a collective discussion. This option is suitable for solving work and creative tasks.

In it, you can gather a huge number of specialists and even invite representatives from, so the ideas will be more diverse.

2. Stages

One of the most important points, and all because the correct observance of the steps directly affects the result, and further you will understand why.

Therefore, read carefully. So, now I will tell you how to conduct a brainstorming session. The method includes the following steps:

Introduction to the rules. We will talk about them a little lower. But I will say right away that it is important for you to ensure that everyone understands these rules in the same way and abides by them.
Warm up. A small task before brainstorming. For example, try saying all the letters of the alphabet in reverse order. This is necessary for your brain to switch from problems and unleash creativity.
Task formulation. It should be clear to all participants in the discussion and what you want to see as a result. For example, we need a fresh idea for an advertising campaign to bring a new product to market.
Generation and presentation of solutions. Ideas can be expressed one at a time or as desired. The main thing is to record all proposals, even the most unrealistic ones. For example, invite Schwarzenegger to shoot in advertising.
Evaluation of proposals. Decide on what basis you choose the best offer. For example, it can be the ease or speed of implementation, the minimum budget, or something else.

As you can see, it is not so difficult at first glance. However, there are subtleties that must be applied to each of the varieties of the method.

3. Optimal conditions

It is worth noting that the wrong organization of brainstorming can nullify all your efforts.

And in order for it to bring you the desired result, carefully study the description of the factors that should be taken into account when preparing.

Members

Involve employees with little experience, and therefore a fresh look at the activities of your company, to brainstorm. But do not forget about the more experienced.

For example, if you use the brainstorming method in a company, when making a collective decision, then invite people of different genders and professions to get interesting solutions as a result of the unity of opposites.

And at the same time, do not overdo it with the age difference so that the discussion process does not come to a standstill.

You should not involve big company leaders if you understand that this will fetter the rest of the participants.

And exclude skeptics, outright critics and grumblers, this method is not for them.

Important. The optimal number of participants for productive work in a group assault is from 6 to 12 people. In the individual - one warrior in the field.

Venue and props

The most important thing is a separate room, away from extraneous noise. And since this is the age of technology, do not forget to ask those present to turn off their phones and turn on the voice recorder to capture ideas.

An interesting point, for this type of work, a table without corners is best suited - round or oval.

You may also need a board and markers to make a kind of map on which you will reflect all the voiced ideas.

Time spending

Here you should not overdo it. And do not even think that the more time you spend in the method, the more ideas you will be able to collect. Not at all.

For example, for extensive creative tasks, the most productive period is 40-60 minutes.

And if the question is simple enough, 20 minutes will be enough. You yourself know that it is much better to think with a fresh mind than after long hours of hard work.

Important. The optimal time for productive work is from 10 am to 12 pm in the first half of the day, and from 2 pm to 4 pm in the afternoon.

Problem Statement

The task should be formulated specifically, simply and clearly. And the question should not be too general, but at the same time have a large number of solutions.

And it is also very important that the question is not aimed at finding a cause, but at finding a solution.

Wrong wording:“Why does our company have low sales?”

Correct wording: “How in our company?”

Moreover, the task of brainstorming can be announced to the participants in advance, so that they allocate time for its independent reflection before the discussion begins.

Supervisor

The main task of the leader is to inform those present about the rules for conducting, discussing and monitor their observance.

And at the same time, the leader is also involved. In the case of an individual assault, you will have to control the process yourself.

The top skill of a leader is to throw the most non-standard and disruptive ideas during the discussion.

Especially if he sees that the rest cannot discard stereotypes and reveal their creative potential.

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Summing up or choosing an idea

The main thing here is the evaluation criteria, as I said earlier. What will be paramount for us when choosing?

Don't be afraid to exclude offers. For example, if there is not enough resources, we cross it out. There is no time for implementation - we cross it out. The idea is not interesting to anyone - we cross it out.

If an idea is selected by third-party experts, it can be selected immediately. But if the same participants choose what they came up with, then it is better to evaluate and choose a solution after 2-3 days.

Methods. Methods. Methods

Unlike types of brainstorming, there are a lot of methods for using brainstorming.

And the choice of method depends on the problem you need to solve, as well as on the individual characteristics of the participants. But we will consider the coolest and most famous options, and not the TOP-100, don’t understand which ones ...

1. Reverse

Reverse like a moonwalk

The essence of the method: to compile the most complete list of the minuses of the object of discussion.

Method technology: You and those present focus only on: the shortcomings of the service, product or situation, the obstacles in the way of the client in obtaining this product or service, the most dire consequences.

Then for each item, from the resulting list, come up with solutions.

Suitable for: this brainstorming technique is used both in a group and individually. The most appropriate task is to bring a new product or service to market.

And all because this method will allow you to study a new service or product from all sides and anticipate many difficulties that can interfere with its successful and continued existence.

Brainstorming script: imagine that you are launching a new model of vacuum cleaner on the market.

What's wrong with the vacuum cleaner?

It is similar to other vacuum cleaners;
He is heavy;
It is not powerful enough to collect construction debris;
It is not controlled by a mobile app;

What can we do about it?

Come up with an unusual design in the form of an elephant with a trunk;
Replace some metal parts with plastic ones;
and sell only for home use;
Develop a program for remote control of a vacuum cleaner;

Which solution do we choose and why? For example, we will replace metal parts with plastic ones, because we can do it quickly, and it will not only lighten weight, but also reduce the cost of vacuum cleaner construction, and so on.

Defects, shortcomings, difficulties in use - the "hit list" should not be limited to anything.

Here you can add those problems that may arise in 5-10 years. Imagine, look into the future. Of course, the example is exaggerated. But it captures the essence of the process well.

2. Shadow Assault

All in shadow...

The essence of the method: dividing the participants in the discussion into three groups.

Technology: the first group generates ideas publicly, and the second group is “shadow”, that is, it does not interfere in the discussion, but simply monitors its progress.

So the participants of the second group write out the ideas that come to them in the process of discussing the first group.

And there is a third group - experts, those who will evaluate the entire list of ideas from the first and second groups. Experts can also offer their own solutions, obtained at the intersection of the ideas of the first two groups.

Suitable for: This use of the brainstorming method is suitable for solving a problem in a company that involves a large number of people.

At the same time, you know that some of them can offer good ideas, but do not really like to express them publicly. Or they have good powers of observation, but are not inclined to generate new ones.

Brainstorming script: The first group discusses aloud options for the further development of the shoe company.

The first group suggests:

Open a production line - creams, sprays, orthopedic insoles;
Create an online store and deliver shoes to customers at home;
Increase the share of the occupied market by entering new networks for the sale of shoes;
on sports shoes, as the most cost-effective.

The second group suggests:

Create an online store, and solve the delivery issue with the help of other networks selling shoes;
To offer existing partners - networks for the sale of shoes - related products;

The third group chooses the option - to open an online store and carry out delivery through networks of shoe sales partners.

Because there are already several partners who are ready to cooperate, and the marketing budget includes an item on.

3. Written

Recording everything

The essence of the method: ideas are generated by writing one by one on a piece of paper.

Technology: everyone present does not express thoughts and suggestions aloud, but writes them on a piece of paper, then they change sheets in a circle.

So the proposal of the previous participant is the starting point for generating an idea for the next participant.

Best for: Best used in technical teams or when you know in advance that those present are not ready to share their thoughts in public.

And that the situation of public speaking will shackle their creativity.

Brainstorming script: you need to find a way to reduce the cost of purchasing equipment.

The first participant writes: “change supplier”, the second one adds: “find a supplier in the nearest city to reduce delivery costs”.

The third one contributes: “offer the new supplier to supply only components, and assemble it yourself.” And so on.

Effectively change sheets in a circle for no more than 15-20 minutes. And then involve a group of experts, as in the previous case, and invite them to evaluate the results and make a choice.

Be sure to specify the selection criteria, discuss them with the experts in advance. The method is good because each idea is not just “hanging in the air”, but gets its development and twisting.

4. Assault with sketches

We draw, we create

The essence of the method: not just describe, but sketch every idea that comes to mind during a brainstorm.

Technology: everyone present takes pieces of paper and any tool with which to draw: pencil, felt-tip pen, brush, pen - it doesn’t matter.

After that, the leader of the discussion once again voices the topic, the issue to be resolved.

Then each participant makes a short presentation of his proposal.

Suitable for: This use of the brainstorming method is suitable for both a group and an individual.

I think it is clear from the definition that it is used in cases where the solution to the problem can be visualized.

For example, you are generating ideas for the look of a new refrigerator model or the content of a flyer.

Brainstorming script: come up with a new form of tea bag, for the production and sale of a new variety of tea. The results of such an attack might look like the figure below.

Sketching example

The technique is simple and will allow you to maximize the creative potential of each participant.

The most important thing is not to lose speed and not delve into small details when trying to draw a masterpiece. It is best to sketch schematically what comes to mind.

5. Role assault

Well, how do you like me in such a role?

The essence of the method: try on different roles and from these positions give an answer to the question, task, problem that you pose to the participants in the discussion.

Technology: You define several roles or positions from which it would be useful to look at a situation, product or service.

Each participant in the process in turn presents himself in one role or another. And from this position, he expresses his proposals for solving the problem aloud.

Suitable for: the method is equally good for both group and individual work.

Suitable when you want to understand more deeply the attitude of all participants in the process to a product, service or situation.

Brainstorming script: the task is to get out of debt. And in the place of those from whom I borrow money, I would advise myself to plan finances in more detail and save 10% from any amount received. So long until it becomes a habit.

In the place of a much richer person, I would advise myself to find options where you can profitably invest part of the money so that they work and bring additional income.

In the place of those who had the same problems, I would advise myself to find additional sources of income, to monetize my skills.

For example, I know German very well, you can become a tutor and give lessons in your free time. And so on.

Life hack. If you are bringing a new product to market, be in the role of a customer, seller, manufacturer. And looking at the situation from different angles, you will discover facts that you did not notice.

Of course, there are many more methods. And as a way - you can try to combine all of the above.

For example, identify obstacles or cons through reverse brainstorming. And then look for how these obstacles can be eliminated, with the help of role-playing.

Life hacks and mistakes

Well, now, as you like, I will tell you about the life hacks that are used in the brainstorming method and the most common mistakes.

By the way, if you are already brainstorming and know the secret of how to make them as effective as possible, then share them in the comments.

life hacks

That's what I love

Of course, approaches to the discussion are individual. But summarizing all of the above, we can still highlight a few “golden” rules. And they are as follows:

Get ready in advance. Before brainstorming, alert all invitees about the topic of the discussion and the amount of time it will take to conduct it so that the participants tune in to work and are not in a hurry.
Invite others. Participants can be: men and women, marketers and product managers, buyers and sellers. Because a diverse composition will provide you with unexpected ideas and a new look at the task.
Create a common information field. Before starting work, it is worth briefly reiterating the current situation and the purpose of the assault to make sure that everyone will continue to talk about the same thing.
Record all ideas. Absolutely all ideas, even the craziest ones. And for this you can use a marker board, whatman paper or a voice recorder. The most important thing is not to lose a single one, in this method all ideas are worth their weight in gold.
Forbid criticism. No idea should be excluded. Even the most crazy, unrealistic ideas have the right to exist. You need to convey this to everyone present. And I repeat, there is no place for skeptics.
Get the participants to say everything. Some of them may feel insecure, thinking more about ideas than sharing them. Therefore, you need to encourage them, let them express absolutely any thoughts, set an example.
Be prepared for a negative outcome. The discussion may not go exactly as you planned. Again, I repeat that criticism is prohibited. And you need to accept the result as it will be.

So, we figured out the life hacks. I advise you to work them out in detail with each brainstorming method. Well, now let's move on to common mistakes.

Mistakes

I listen carefully

So what are the obstacles that might get in your way? On which others stumbled more than once when organizing brainstorming.

Therefore, read and remember, but rather write down, in order to certainly not make mistakes:

There is no specific topic and purpose of discussion;
Participants have no interest;
The team does not have enough knowledge to resolve the issue;
The composition of the team is the same;
Obstinacy and skepticism;
Over-seriousness;
Frequent pauses in discussion;
There are competitors in the group;
Excessive leadership pressure.

And that's it, not such a big list turned out. And yet, I recommend not to forget about the mistakes. They are quite simple, but often overlooked.

Briefly about the main

The brainstorming method is great for solving both managerial and personal problems. And the most important thing in this method is to organize the process correctly and not to forget to be creative.

Remember that your goal is to find the maximum number of solutions and fix them. Since the method assumes that even the most ridiculous delusional decisions have the right to exist.

Who knows, maybe by transforming them, you will get the most effective solution to the issue.

Introduction

Conclusion

Application

Introduction

The psychology of creativity is a branch of psychology that studies the process of scientific discoveries, inventions, and the creation of works of art, an area of research into the psychological creative activity of people in science, literature, music, fine and stage arts, in invention and rationalization. One of the methods of creative search is "brainstorming".

Its creator - Alex Osborne (USA) used it for the first time back in 1938, calling it "brainstorming". The problem that Osborne wanted to solve is this: a creative task involves many possible solutions. In search of a successful solution, a person does not act as arbitrarily as it might seem: as a rule, the search begins with the most familiar, generally accepted direction. An ancient instinct says: act by analogy, act like everyone else. And this is good, because in ordinary, "uncreative" situations, it eliminates the need to think again. For example, when you need to buy a given magazine, you take the money out of your pocket and buy the magazine without being creative. The complexity of the creative situation is that its solution often lies far beyond the usual ideas. At the same time, every person has some "filters" in his head (social, professional, etc.) that do not allow unexpected, original ideas to develop. A person discards decisions that seem too bold to him - fearing criticism, ridicule from colleagues and superiors, etc. If these filters are removed, then it is possible, if not to improve the quality of ideas, then at least to increase their number. Osborne's main idea is simple: to separate the process of generating ideas from their criticism.

The use of the method has shown indisputable effectiveness in the creative solution of many complex research and not only research problems. It is used in the development of management decisions of various classes.

The purpose of this work: a comprehensive study and characteristics of the features of finding solutions using the brainstorming method.

clarify the concept and essence of the "brainstorming" method;

review the types of brainstorming;

consider the essence, principles and stages of the brainstorming technique.

The work consists of an introduction, two chapters of the main part, a conclusion, a list of sources and applications used.

Chapter I. The concept and essence of the brainstorming method

Brainstorming, brainstorming (from the English. Brainstorming - brainstorming) - a procedure for group creative thinking, more precisely, it is a one-time exchange of opinions of a group of people in the same room.

Brainstorming is one of the most effective forms of group discussions and is widely known and widely used. Designed for the collective generation of a large number of ideas to solve a particular problem. The "brainstorming" method is based on a specific combination of research methodology and organization, separate use of the efforts of visionary and intuitionist researchers with analysts, systems engineers, skeptics, and practitioners.

Brainstorming generates many ideas that are evaluated in a final discussion. It is considered normal if within 1.5 hours (two academic hours) the group produces up to a hundred ideas. Then, from the total number of ideas expressed, the most successful ones are selected that can be used in practice.

The main goal of "brainstorming" is to search for the widest possible range of ideas and solutions to the problem under study, going beyond the boundaries of those ideas that exist among narrow specialists or people with rich past experience and a certain official position.

The essence of the brainstorming method is that a group of qualified experts is selected, but assessments and conclusions are made during the meeting. People of various specialties, practical experience, scientific temperament, individual qualities, as a rule, own various methods of research. Combining these methods can be very helpful in solving complex research problems. This is the essence of brainstorming. His other quality is a combination of logic and intuition, scientific fantasy and scrupulous calculation.

The main principle of this method is the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem.

For brainstorming, two groups are usually created:

participants offering new options for solving the problem;

members of the commission processing the proposed solutions.

A team of several specialists and a moderator participate in a brainstorming session.

Before the brainstorming session itself, the facilitator makes a clear statement of the problem to be solved. During the brainstorming, participants express their ideas aimed at solving the task, both logical and absurd. If people of different ranks or ranks take part in the brainstorming, then it is recommended to listen to ideas in ascending order of rank, which makes it possible to eliminate the psychological factor of "agreement with superiors."

In the process of brainstorming, as a rule, at first the solutions are not very original, but after some time, typical, template solutions are exhausted, and unusual ideas begin to appear among the participants. The facilitator writes down or otherwise records all the ideas that come up during the brainstorming session. Then, when all ideas are expressed, they are analyzed, developed and selected. As a result, the most efficient and often non-trivial solution of the problem is found. The idea with which the majority of experts will agree is considered correct.

For the successful application of this method, a number of conditions must be met:

the meeting should be attended by 7 to 12 people;

the optimal duration of the meeting is from 15 to 30 minutes;

the number of offers is more important than their quality;

any participant can adopt and develop the ideas of another;

criticism in any form is prohibited;

logic, experience, arguments "against" only get in the way;

the hierarchical level of participants should not differ too much, otherwise psychological barriers may arise that interfere with communication and association building.

This is the brainstorming technique. A group of individuals is assembled, selected to generate alternatives. The main selection principle is the diversity of professions, qualifications, experience (this principle allows you to expand the fund of a priori information that the group has). It is reported that all ideas that have arisen both individually and by association when listening to the proposals of other participants are welcome, including those that only partially improve other people's ideas (it is recommended to write each idea on a separate card). Each in turn reads out his idea, the rest listen and write down on the cards new thoughts that arose under the influence of what they heard. All cards are then collected, sorted and analyzed, usually by another group of experts. At the same time, any criticism is strictly prohibited - this is the most important condition for brainstorming: the very possibility of criticism inhibits the imagination. This technique works on the basis that the ideas of everyone present are equally good, and no one's idea can be better than others. The number of alternatives can subsequently be significantly increased by combining the generated ideas. Among the ideas received as a result of brainstorming, there may be many stupid and unworkable ideas, but stupid ideas are then easily excluded by subsequent criticism.

Thus, the method of "brainstorming" can be considered as a tool for updating the creative potential of a team of specialists. This update is achieved through the following:

firstly, the participants in the session of collective idea generation train their brains in relation to the ability to put forward new ideas to solve the tasks;

secondly, the session participant gets the opportunity for a new and unexpected "vision" of the problem through the eyes of his colleagues;

thirdly, the subsequent study of the totality of the ideas expressed allows us to treat ideas in a new way, with greater confidence, which, although previously expressed by colleagues, did not attract sufficient attention in the routine environment of the current affairs of the organization;

fourthly, the habit of negative and critical evaluation of new and insufficiently substantiated ideas acquired in the process of numerous meetings and discussions in the process of collective generation of ideas is supplemented by the skills of creative thinking.

The process of putting forward new ideas during brainstorming proceeds in a certain sense as an avalanche: an idea expressed by one of the members of the group generates either a creative or a critical reaction. However, due to the no-criticism rule, negative reactions also give rise to positive ones, i.e. productive, results. The presence of this effect is confirmed not only by qualitative analysis, but also statistically. Thus, research on the effectiveness of "brainstorming" conducted at US universities showed that groupthink gives 70% more valuable new ideas than the sum of individual independent proposals.

The expediency of using the "brainstorming" method is determined by the assessment of the complexity and originality of the research problem and the availability of specialists who can effectively participate in the "brainstorming" processes.

brainstorming storm thinking

Chapter II. Brainstorming: rules, conditions and stages

2.1 Rules for brainstorming

There are certain rules, the observance of which will allow more productive brainstorming. The basic rules for brainstorming are:

Rule 1: Any criticism of the ideas expressed during the brainstorming is prohibited. The principle of brainstorming is to prioritize the quantity of ideas expressed over their quality. The ideas expressed by the participants, even the most crazy, can serve as a starting point for the development of the thought process of other participants. This is the advantage of collective thinking over individual. Any, even the smallest, assessment of the idea expressed can affect the entire process of brainstorming. It will be successful if each participant directs their efforts in a constructive direction.

Rule 2: Free flight of thoughts and encouragement of the most "crazy" ideas. The purpose of brainstorming as a collective creative process is to search for non-standard, non-traditional ideas. Otherwise, this process can turn into a regular meeting, where most often it is standard ideas and solutions that are proposed and discussed that are not always effective and efficient.

For the emergence of creative ideas, a certain mood is required, when thoughts freely rush through our head. This state is characterized by the inclusion in the work of our subconscious. For the appearance of such a mood of brainstorming participants, a special warm-up should be carried out with tasks for analysis and synthesis, associative connections, etc.

Rule 3: Put forward as many ideas as possible. As already mentioned, for brainstorming, the number of ideas expressed is more important than their quality. While participants must (and can) generate ideas for a small limited time, they must learn to use ideas already expressed by other participants to think quickly and propose new ones.

Rule 4: Mandatory fixation of all ideas. When conducting a brainstorming session, every idea should be recorded, even if it is repeated. All group members should see all captured ideas, so you should prepare for this in advance.

Rule 5: Incubation of ideas. After all the ideas are expressed and recorded, it takes time to think about and evaluate them. Why is this stage needed? The fact is that the incubation period allows a person to recover from the fatigue associated with solving a problem. A break in a difficult problem also makes it possible to forget inappropriate approaches to it.

2.2 Conditions for brainstorming

There are no strict rules and restrictions for brainstorming, but the experience of many years of practice allows us to develop certain conditions for its application. Terms and techniques for brainstorming include:

Categories of participants. There are no strict restrictions, but it is better to include workers with relatively little work experience in the group - they do not yet have developed stereotypes. When solving specific problems, it is necessary to invite specialists (but they will be invited, not participants).

It is recommended to form mixed groups (of men and women). As a rule, the presence of representatives of different sex enlivens the atmosphere of work. In addition, when brainstorming, it is desirable that the number of active and moderate members of the group be approximately equal. It is also necessary that the difference in age and official position between members of the group be minimal. The presence of superiors also constrains and limits the flow of brainstorming. It is not recommended to invite a skeptical leader to a brainstorming session, even if he participates in the role of an observer. It is advisable from time to time to introduce new people into the group, new people bring in new views, ideas that stimulate thinking.

Number of participants: the optimal composition of the group is from 6 to 12 people. The optimal number of participants is 7. It is not recommended to split the group members into smaller ones (2 or more).

The number of people in a group also depends on the number of active and moderate members in it. If there are more active, then the number of people in the group should be less, more than moderate - on the contrary.

Setting, venue. For brainstorming, it is advisable to use an auditorium or a separate room away from extraneous noise. It is recommended to hang a poster on the wall with the basic rules for brainstorming. It is desirable to have a board that participants can use to display their ideas. Tables and chairs are recommended to be arranged in the form of the letter P, O, a circle or a semi-ellipse. This facilitates the contact of participants and increases sociability. If the group is small (5-6 people), a round table is most convenient. It is advisable to have a tape recorder: a person may not have time to delve into the idea and miss it.

duration and time. As a rule, the duration of the brainstorming and the time ranges from 40-60 minutes. This is the most efficient time frame. When solving simple problems or when there is a time limit, the most appropriate length of discussion is 10-15 minutes.

The most suitable time for brainstorming is in the morning (from 10 am to 12 pm), but it can also be done in the afternoon (from 2 pm to 6 pm).

Types of problems solved by brainstorming. The brainstorming method allows you to solve any problem that can be solved by a method that has several possible solutions. Brainstorming problems that have only one answer or a limited number of possible solutions are not suitable for this method. It is also necessary to avoid solving too general, abstract problems. It is recommended to avoid completely solving the problem in one session. If the initial formulation is too broad and general, it should be subdivided into a number of subproblems. Problems for discussion are recommended to be formulated simply and clearly.

Brainstorming can be successfully used to collect information, not ideas, i.e. for clarification of sources or formation of questions of the questionnaire.

Sounding out the problem. The brainstorming topic is revealed to the participants in advance, a few days before the discussion. In this case, the facilitator (chairman) presents a summary of the topic or problem (up to 5 minutes, half a sheet), distributes it to the participants in advance. Familiarization of brainstorming participants with a topic or problem directly during the brainstorming session. There is also a mixed way of presenting a topic or problem for brainstorming. That is, partial rather than complete information on the problem is reported in advance.

show or illustrate the way a problem or situation develops. If possible, it is better graphically.

summarize the available points of view, show their advantages and disadvantages. Re-emphasize the need for a solution.

The role of the manager (leader). In the practical use of the "brainstorming" method, the personality and activities of the leader are of great importance. After all, the work of both the first and second groups should be properly organized and regulated in the process of their implementation. This role is played by the leader.

The main functions of the leader are to inform all participants about the rules of brainstorming, to (leader) control over their observance, as well as the general control of the discussion so that it remains within the framework or boundaries of the topic or problem being discussed. Various options are possible: the leader can be the same for the first and second groups, or the leaders can be differentiated. But in both cases, the leader should be a person with great creative activity, goodwill, a deep understanding of the problem being solved, the ability to organize and support the intellectual process.

It is important that the leader himself participate in the generation of ideas. An effective leader constantly throws up "wild" and reckless ideas and suggestions to demonstrate that they are encouraged. It should simultaneously act as a stimulator or catalyst in case of a slowdown in the rate of generating ideas. A good leader, as a rule, should have a list of possible solutions to a problem in advance. The role of the leader is also to select participants for the brainstorming session at least 2 days before it takes place. Sometimes it happens that it is difficult for a group of participants to get rid of traditional approaches, stereotypes in solving a problem. In this case, we recommend using a little trick: the leader stops the brainstorming and introduces restrictions: for 2-3 minutes, offer only impractical, most unusual ideas. It often happens that participants continue to generate interesting ideas after the meeting. In this case, the task of the leader is to assemble the group in a few days and fix these ideas.

Evaluation of ideas. To evaluate ideas, you need to select criteria. The evaluation criteria can be relevance, practical implementation, solvability on their own, novelty, etc. Evaluation of ideas can be done by the same or different compositional group. If the evaluation is carried out by the same group of participants, then, as a rule, it is carried out after a few days.

2.3 Steps for brainstorming

Having learned the rules of brainstorming, you can now pay attention to the individual stages of successfully brainstorming and evaluating ideas after they have been “incubated”. Properly organized brainstorming includes several mandatory steps. Stages differ in organization and rules for their implementation.

Stage 1. Statement of the problem. There is a selection of participants in the assault, the definition of a leader and the distribution of other roles of participants depending on the problem posed and the chosen method of conducting the assault. The leader should familiarize the group members with the rules for brainstorming. It is best to write these rules on a poster and hang it on the wall at every group meeting so that it is clearly visible to all participants.

Stage 2. For successful brainstorming, participants need to tune in to a creative way. The leader conducts a warm-up with the participants, solving various problems for associative thinking, analysis and synthesis, etc. It is best for employees who are members of a permanent team to constantly develop their creative abilities. Then it is recommended to conduct a brainstorming rehearsal. The group needs to choose a problem (preferably of a domestic nature), in which each of the participants is somewhat competent, and conduct a brief brainstorming (warm-up) in order to restructure thinking for the creative process.

Stage 3. Group members should prepare for brainstorming by hanging large sheets of paper on the walls, on which incoming ideas will be recorded. At the same time, it must be remembered that with the rapid pace of putting forward ideas, it may be difficult to fix them on paper. In this case, 2-3 people can fix ideas in turn. You can also accept the following conditions: participants fix their ideas on a small sheet of paper and express them in turn at the request of the facilitator.

The problem has already been formulated, but its definition is too general and needs to be clarified. In this case, the original wording should be placed as a heading on a large sheet of paper.

the group does not know what problem it will be working on, but in this case it is necessary to try to formulate a general direction of search. In this case, the best way to start a general heading might be: "How can we." and then finish the phrase (to transform something, improve, etc.). After the final choice of the topic, its definition in the form of a heading is also placed on a large sheet of paper.

Stage 5. Ideation process. Idea generation is the main stage on which the success of the entire brainstorming largely depends. Therefore, it is very important to follow the rules for this stage:

) The main thing is the number of ideas. Don't make any restrictions.

) A complete ban on criticism and any (including positive) assessment of the ideas expressed, since the assessment distracts from the main task and knocks down the creative mood.

) Unusual and even absurd ideas are welcome.

There are many different techniques based on the principles of brainstorming, but different types of brainstorming typically use two approaches to the ideation process:

an approach. Participants can express ideas in turn, in a certain order. Usually the leader invites the next member of the group to speak. If one of the participants does not know what to offer, then he says: "I skip" and the right to speak passes to the next participant. The leader (or a member of the group specially allocated for this) fixes the expressed ideas on large sheets of paper. Participants are encouraged to record their ideas on small pieces of paper so as not to forget them while he waits for his turn to speak. In this case, ideas come in order and are easy to fix. In addition, all members of the group are involved in the process.

an approach. The second approach is unsystematic, since each member of the group can express their ideas at any time. In this case, ideas are expressed freely and naturally, but there is great difficulty in fixing ideas. In this case, you can increase the number of people who will capture ideas (usually 2-3 people). The disadvantage of this approach is that it does not stimulate the direction of thought and does not guarantee the involvement of all participants in the process of putting forward ideas.

Stage 6. Once all the ideas are fixed, it takes time to think about and evaluate them. Group members are encouraged to leave for at least a week after brainstorming to reflect on all the ideas. It is best to hang up the idea sheet in a prominent place where the group members can see it at all times. In addition, to the discussion of the ideas expressed during the brainstorming, other employees of the enterprise add their ideas to the hanging sheets (brainstorming on the board). Then, after some time (more often than a week), the group members conduct a new brainstorming session on the list of ideas compiled at the previous meeting.

Step 7. It initiates the evaluation process. This usually happens at the next group meeting. The best way to organize the evaluation of ideas from the list is to group them by topic before some of the proposals are rejected as unrealistic. After receiving a list of ideas grouped by topic, each one should be reviewed to identify the best ideas that can be quickly and easily implemented. Further actions of the group depend on the subject of brainstorming. If its purpose was to identify the problem to be worked on, then the group should choose a main topic and then focus on the ideas related to it in order to identify the most suitable ones for consideration. In another case, if as a result of brainstorming the group received a set of possible solutions to the problem, then the next step is to analyze them to identify one or two of the most suitable options. Methods for analyzing and evaluating ideas can be very different. The success of this stage directly depends on how “equally” the participants understand the criteria for selecting and evaluating ideas.

2.4 Methods based on the principle (technology) of brainstorming

The method of "brainstorming" as a method of researching problems and finding solutions to them has many varieties.

One of them is method of brainstorming fixed ideas. Its essence lies in the fact that all participants in the creative process fix their ideas on solving a problem on special cards. Then the cards are mixed and distributed randomly to all participants. Each of them must give a public assessment of the idea that came to him. A controversy may arise around this, which allows you to hone the idea or discard it as unrealistic. In the process of controversy, new ideas may also arise.

Brainwriting. This technique is based on the brainstorming technique, but the group members do not express their proposals out loud, but in writing. They write their ideas on pieces of paper and then exchange them with each other. The idea of a neighbor becomes a stimulus for a new idea, which is included in the resulting sheet. The group again exchanges sheets, and this continues for a certain time (no more than 15 minutes). The rules of brainstorming also apply to note-taking: strive for more ideas, don't criticize proposals until the end of class, and encourage "free association." So, for example, the managers of a perfume company decided to use the writing method in search of ideas for business development. Each participant in the meeting wrote down his idea on a piece of paper and exchanged with a neighbor. One manager thought about producing a new brand of soap and laundry detergent, while another listed a proposal to develop a new line of shampoo and hair conditioner. Well, and the third, when this leaflet with these 2 ideas came to him, combined them and offered to create a unique product: soap, shampoo and conditioner in one bottle.

Brainstorming on chalkboard. In the working premises, you can hang a special board on the wall, attack on the board so that employees place sheets on it with notes of those creative ideas that come to them during the working day. Hang this board in a conspicuous place. In the center of it should be written - in large bright (multi-colored) letters - the problem that needs to be resolved. Anyone who has an interesting thought that can help solve this problem can pin a piece of paper with the idea fixed on it.

Brainstorming in Japanese. This technique, developed by the Japanese Kobayashi and Kawakita, is based on the awareness of the need for a common approach for all group members to identify and solve problems. This technique is called "Rice Hail".

) Definition of the problem. The team leader lists all concepts related to the topic (eg sales, costs, distribution services, competition). Each of the participants writes down on the cards the factors associated with the problem under consideration - one fact per card. Facts should be relevant and directly related to the topic under study. The host collects and redistributes the cards so that no one gets the old ones. Group members choose those cards that are associated with the statement offered to their attention. These cards form a set. The facilitator reads out the contents of one of the cards. The group gives the set a name that reflects, in the general opinion, the essence of all the facts presented in the set. The name must meet the following requirements: its meaning must be derived from a set of facts, it must not be too general, it must not be a simple enumeration of facts from a set. By giving a name to the set, the group summarizes all the facts at their disposal and then extracts the crux of the problem from them. Group members combine the rest of the facts into sets - each under his own name. Then all sets are added into one, to which the group gives a name that reflects the essence of the final set. This final complex set will be as close as possible to the essence of the problem and its definition. Perhaps the keywords should be rearranged so that a clear and precise definition of the problem arises.

) Solution. Each participant writes down their solutions to solve the problem on separate cards - one option on each card, the number of options is not limited. The leader of the group collects and redistributes the cards so that no one gets the old ones. Participants select cards associated with this solution. When all offers are selected, they are grouped. The facilitator reads one of the options. The set is given a name. In the course of further discussion, the remaining proposals are also combined into sets of solutions to the problem, and from them the final set is already compiled. This set should contain the essence of all proposed solutions. The title of the final set should express the essence of all sentences. The facilitator asks the group a question: "What unites all the proposed ideas?" The search for an answer will generate many thoughts, and the facilitator will be able to select and group the most interesting ones.

Multi-stage (cascade) brain attack.In this case, all participants in the meetings (meetings) are divided into two groups: "idea generation group" and "evaluation group". It is desirable that the "idea generation group" consists of people of equal rank. This group includes widely erudite brainstorming employees who are prone to fantasy, but clearly represent the essence of the task before them. Of great importance is the approximate equality of the members of the group in terms of temperaments. The optimal number of members of the "idea generation group", aimed at solving a problem of medium complexity, is 10 people. The "assessment group" includes people with a critical mindset. Here, the presence of superiors with certain powers is mandatory. This is necessary so that a positive assessment of an idea has a real basis for its implementation. Both groups must have leaders whose role is unusually great. This is the conductor of the "synthetic brain". A lot depends on his erudition, tact, ability to "get" the members of the group. It should be noted that the problem of selecting both groups is very important and complex.

Let us formulate the main stages of a multi-stage brain attack.

Stage 1 "Reconnaissance". The first brainstorming session is held, in which the first ideas are put forward by the "idea generation group". Considered as a stage of generating ideas.

Stage 2 "Contradictation". At this stage, the participants continue to come up with ideas, but one restriction is imposed on the statements about the problem: the same problem must be solved without resorting to the proposals already made. Ideas opposite to those previously expressed are approved and supported. As a result of the implementation of this approach, two opposite lists of proposals for solving the problem are compiled. In sum, they contain a maximum of proposals and counterproposals. The greatest effect is obtained when the brainstorming participants in the first and second stages will be different people: emphasizing the need to “leave touch” on previously received proposals that are presented as dead ends, the facilitator does not prohibit their use.

Stage 3 "Synthesis". At this stage, the "assessment group" joins the discussion. It combines in one system the proposals made during the first and second discussions, and develops solutions.

Stage 4 "Forecast". On the basis of a "synthetic" list of ideas, it is proposed to predict the possibilities and difficulties arising from the solution.

Stage 5 "Generalization". The meaning of this stage is to generalize the received ideas, reducing their diversity to a small number of principles.

Stage 6 "Destruction". This stage is carried out in order to test the results obtained "for strength". Its task is to "smash" sentences from various positions: logical, factual, social. Criticism is allowed only in relation to the formulated ideas, but not to each other. To increase the efficiency of this stage, it is necessary to form a group of different qualities in intellectual and professional terms; ensure the administrative and legal independence of its members from the organizers of the development; do not name the authors of the ideas.

Exists reverse brainstorming method, within which criticism of the expressed ideas is allowed, which, however, must be constructive.

Often, after 3-5 minutes of brainstorming, the pace of presentation of ideas by its participants slows down, and it begins to fade. What to do in this case? The manager is advised to have a questionnaire on hand to generate ideas. If brainstorming is carried out one-on-one with a problem, then the questionnaire will provide indispensable assistance. The Appendix presents A. Osborne's questionnaire for generating ideas.

Thus, brainstorming is a great way to use the team's creative thinking. The "brain attack" method is an effective way to solve many problems: it is quite efficient and reliable; this is the maximum of ideas in a short period of time; it is the absence of any criticism; it is the development, combination and modification of both one's own and others' ideas.

The advantage of the method is the high efficiency of obtaining the required solution. However, in conditions of limited time and space, brainstorming is inappropriate. Its main disadvantage is the complexity of organizing an examination, since sometimes it is impossible to bring together the required specialists, create an uninvited atmosphere and eliminate the influence of the As an option - the individual application of the brainstorming method using mental maps, this technology saves time, both your own and other people's, it is more accessible and practical.

Conclusion

Brainstorming (brainstorming) is a widely used method of producing new ideas to solve scientific and practical problems. Its goal is to organize collective mental activity to find non-traditional ways to solve them.

Brainstorming is a means of getting as many ideas from a group of people as possible in a short amount of time. It is considered normal if a group produces up to a hundred ideas within 1.5 hours.

The idea of the brainstorming method was proposed by Alex Osborne in the middle of the 20th century. The main idea is to isolate the formation of an idea from its criticism.

To conduct brainstorming, two groups are usually created: participants offering new options for solving a problem; members of the commission processing the proposed solutions.

There are individual and collective brain attacks.

The technique of brainstorming is to meet a group of at least two people, but no more than 12. One of the members of the group is appointed leader. Before starting work, the leader explains to the members of the creative group: what is the problem facing the group, and how the work will go.

The essence of the method is based on the psychological effect: if everyone in the group is asked to individually express ideas and proposals for solving the task, independently of others, then in total we will get fewer ideas than if we invite this group to collectively express ideas on the same task.

The correct brainstorming technique includes its own rules, principles, and conditions for conducting, as well as three indispensable stages: problem statement; generation of ideas; grouping, selection and evaluation of ideas, their justification and public defense. As a result, the most efficient and often non-trivial solution of the problem is found.

The success of brainstorming is highly dependent on the psychological atmosphere and activity of the discussion, so the role of the leader in brainstorming is very important. It is he who can "break the impasse" and breathe fresh energy into the process.

Thus, brainstorming technologies are of great importance, because. useful not only for collective problem solving at a business meeting, developing the creative potential of its participants, increasing the cost of company resources, but also for developing the semantic, communicative and emotional competence of managers and specialists, they form effective speaking and listening skills.

Bibliography

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Application

LIST OF QUESTIONS TO STIMULATE THE GENERATION OF IDEAS

PO A.F. OSBORN

What new application of a technical object can you suggest?

Are new uses possible?

How to modify known uses?

Is it possible to solve an inventive problem by adaptation, simplification, reduction?

What does this technical object remind you of?

Does the analogy spark a new idea?

Are there similar problem situations in the past that can be exploited?

What can be copied?

What technical object should be ahead of?

What modifications of the technical object are possible?

Is it possible to modify by rotation, bending, twisting, turning?

What changes in purpose, function, color, movement, smell, shape, shape are possible?

Other possible changes?

What can be increased in a technical object?

What can be added?

Is it possible to increase the time of service, impact?

Increase frequency? sizes? strength?

Improve quality?

Add a new ingredient?

Duplicate?

Is it possible to animate working bodies, positions or other elements?

Is it possible to exaggerate, hyperbolize elements or the entire object?

What can be reduced in a technical object?

What can be replaced?

Is it possible to condense, compress, thicken, condense, apply the method of miniaturization, shorten, narrow, separate, crush, multiply something?

What can be replaced in a technical object?

What and how much can be replaced and with what?

Another ingredient?

Other material?

Another process?

Another source of energy?

Other location?

Different color/sound, lighting?

What can be converted in a technical object?

What components can be interchanged?

Change model?

Change the layout, layout, layout?

Change the sequence of operations?

Transpose cause and effect?

Change speed or pace?

Change mode?

What can be reversed in a technical object?

Transpose positive and negative?

Is it possible to swap oppositely placed elements?

Turn them back to front?

Flip upside down?

Swap places?

Swap roles?

Flip clamps?

What new combinations of elements of a technical object are possible?

Is it possible to create a mixture, an alloy, a new assortment, a set?

Combine sections, nodes, blocks, aggregates?

Combine goals?

Combine attractive features?

Combine ideas?

Among the many methods for generating ideas and developing creative thinking, the brainstorming method (another name) stands out. It enjoys great popularity all over the world. Using the method allows you to find solutions to complex problems and helps to reveal personal potential. As a rule, the method is used in large teams at meetings when it becomes necessary to find the optimal solution to a particular problem.

The method was developed in 1930. Its author is the American scientist Alex Osborne. He offered his methodology to the heads of enterprises with the aim of the most effective planning of entrepreneurial activity. In 1953, A. Osborne published the book “Guided Imagination”, the author described the techniques he developed, and which quickly gained popularity among enterprise managers. Many big businessmen respect the method and successfully practice it, while noting the increase in labor efficiency, profit growth, the emergence of a large number of new, interesting ideas.

The essence of the method is as follows: employees and managers of the enterprise come together. They are given a task to solve. Each member of the group can offer their own solutions, put forward hypotheses, make assumptions, discuss the results, challenge the proposals of other participants. During the process, new ideas and proposals begin to emerge.

Alex Osborne

A. Osborne was prompted to create the method by the situation that arose at the enterprise where he worked. The company faced the problem of lack of creative ideas, although there was sufficient intellectual and creative potential. The scientist began to understand the problem and came to the conclusion that the reason for the current situation is the closed nature of the development and adoption of managerial decisions, since only experienced specialists participate in this process. But the course of their thought, as a rule, is stereotyped, although they themselves do not notice it. Other employees who do not have the appropriate specialization do not participate in the search for solutions. Osborne suggested that non-specialists who could submit non-standard ideas be allowed into the discussion process. He also divided the process of working on a problem into two stages: the proposal of ideas and their analysis and selection. Osborn considered the absence of restrictions on the creative activity of the participants to be an important condition for the discussion. Thus was born the method of brainstorming.

Types of brainstorming

There are several types of brainstorming: direct, reverse, shadow and individual.

Direct brainstorming is the most common type of method and is used to quickly solve an actual problem. It is suitable for discussing the most important issues related to the development of the enterprise, the implementation of new projects, etc. Introducing an element of a business game into ordinary planning meetings and meetings allows you to unleash the intellectual potential of employees. In addition, this method improves the psychological climate in the team.
Reverse brainstorming is effective when a previously made decision turned out to be untenable and an urgent need to come up with another one. During the discussion, participants should actively challenge each other's ideas. Disputes and entry into controversy are welcome. Reverse brainstorming can be used to overcome unresolvable conflicts that require substantial intervention. Participants in the discussion can make any proposals without restrictions. This approach is very efficient.
Shadow brainstorming is designed for people who cannot be creative in a team. To implement the method, the group of participants is divided into two subgroups. One subgroup is actively discussing, expressing ideas and challenging them. The other subgroup does not take an active part in the discussion, but plays the role of observers. Each member of the second subgroup writes down on paper the ideas that arise in his head under the influence of the work of the active group. The list of ideas that were devised by both the active and the shadow group are given to experts for evaluation, refinement and further development.
Individual brainstorming is suitable for a person experiencing a professional or creative crisis. Reception is perfect for activating ideas not only in a team, but also in an individual. During an individual approach, a person conducts a dialogue with himself, puts forward a wide variety of ideas, evaluates them himself. This method works quite effectively and helps to overcome the creative block. It can be used as a decision-making method under limited time conditions.

How the method is implemented in practice

All work is carried out in three stages:

Preparatory stage. At this stage, preparation for brainstorming is carried out. First of all, the leader of the group is chosen, who must formulate the tasks and goals of the method, select participants for the subsequent stages and solve all organizational issues. The participants in the discussion are divided into two groups: “generators” and “analysts”. The first group includes active employees with developed creative thinking. The second group includes experts who are well versed in the topic of discussion. They evaluate the ideas put forward by the first group. In some cases, a third, additional group is created - “counter-tide generators”.
The main stage (generation of ideas). The main stage of work lasts approximately 15-20 minutes. At this time, there is an active search for ideas. The entire process of brainstorming takes 1.5-2 hours. All ideas put forward by group members are carefully recorded. During the generation process, the group leader supports the participants in every possible way, trying to maximize their creative thinking. He can give examples of the craziest ideas to push others into the process.
The final stage (summarizing). At this stage, the collected proposals are presented to a group of "analysts" for analysis, systematization and assessment of their viability. The selection of the most interesting and constructive options is carried out and a list of them is compiled.

Rules for brainstorming

The optimal number of participants is 6-12 people. It is good if the group includes not only experienced employees, but also young people who do not yet have rigid stereotypes of thinking. Groups must be mixed and consist of men and women. It is necessary to try so that the difference in age and service status of the participants is not too large. It is recommended to occasionally introduce new people into groups who can bring fresh, non-standard ideas.

The number of active and moderate members in the group should be approximately the same. To conduct brainstorming, you need to choose a separate room or meeting room, where nothing will interfere with the process. It is best to have a round table discussion.

The facilitator should try to create a relaxed environment that will allow participants to feel at ease. To do this, you can use humor and other tricks. All ideas must be recorded on paper or recorded on a voice recorder.

The leader also takes part in the idea generation process. The task of the leader is to free the group members from stereotyped thinking and push them to a creative search. Often the process of generating ideas from the participants of the discussion continues after the end of the meeting. In this case, the leader should gather the group after a few days and record the ideas they came up with.

Conditions for successful brainstorming

During the discussion, criticism of the ideas put forward is not allowed. Even the most fantastic and unusual idea should be written down. This contributes to the activation of thinking among group members. Participants should try to come up with as many sentences as possible.

The essence of the brainstorming method is to rid the participants of stereotyped thinking and force them to think outside the box. Only in this case the method will be effective. What matters is not the quality of ideas, but their quantity. In total, in 20 minutes of work, a group can generate about 100 ideas. With a competent organization of the process, a higher result is possible - 200-250 ideas.

All ideas are written down so that the participants in the discussion can see them. It is most convenient to write them down with markers on large sheets of paper or on a special board. After all the ideas are collected and written down, the group members need to be given a break so that they can take a break from mental work. At this stage, work on the task often continues on an unconscious level and a reorganization of ideas may occur.

Advantages and disadvantages of the method

The brainstorming method, like any idea generation method, has a number of advantages and disadvantages.

Advantages :

creative thinking is activated;
the process of collective discussion brings group members closer and teaches them to work effectively in a team;
the process of searching for ideas eliminates laziness, stereotyped thinking, passivity, pushing even the most inactive members to the creative process;
the method is easy to use, its rules are easy to understand for all participants in the process, in addition, its implementation does not require special equipment and conditions.

Flaws :

because of the encouragement of any, even the most fantastic ideas, group members can get away from the real problem;
among the options put forward, it can be difficult to find a truly practical option;
the most experienced and active participants can begin to claim leadership and try to promote their ideas as the most productive ones.

The use of the brainstorming method will help the manager to reveal the intellectual potential of his subordinates and direct him to the search for new, creative ideas that can improve the efficiency of production.