A Slightly Different Take on
BRAINSTORMING: A Mentoring/Coaching Tool Often the Brainstorming Process is a waste of time! Why? Because those who are experienced in the area being Brainstormed, can analyze the issue under consideration and create a solution that will be 80% effective when implemented, without the need for the time consumption involved in the Brainstorming Process. That rate of success, added to the quickness with which the solution can be implemented, makes the expert successful in nearly all situations and the value of the Brainstorming Process suspect at best and a waste of valuable time at worst. If the Brainstorming Process does not produce better solutions arrived at in a more productive and efficient manner than what is the value of the Brainstorming Process? The real value inherent in the Brainstorming Process is not for the established expert, but rather is its use as the ultimate mentoring/coaching tool. A properly conducted Brainstorming Process provides an ideal “teaching moment.” The real purpose of a Brainstorming Session should not be to arrive at the “right” answer (even though the Brainstorming Session Facilitator/Leader needs to be on the lookout for that rare occurrence), but rather to give those Employees who are learning their craft the opportunity to practice innovation and creativity in a safe environment where they can “stretch” and learn without fear of failure. In particular, the Brainstorming Process is ideally suited to the new generation of Employees entering the workplace. Generation Y Employees enjoy the opportunity to interact in a collaborative fashion with others in a Team based Brainstorming Process, and it also satisfies their desire to be included in solving organizational issues. So, while the Brainstorming Process is time consuming, it is an essential step in the growth of the Employees involved and in the development of the relationship between Mentor/Expert and Mentee/Learner. With this understanding of the value of a Brainstorming Process, here is how to make a Traditional Brainstorming Session as productive as possible: The Rules for a Productive Brainstorming Session
- You Need Three to Tango! There needs to be at least three people participating to effectively Brainstorm.
- Eight or More Will Tangle! Involving more than seven participants causes the Brainstorming Process to lose effectiveness.
3. The Background Memo! The Background Memo describes the reason for the Brainstorming Session, and includes a well defined Creative Challenge. The Creative Challenge is specific, concise, to the point and stated in the form of a question (i.e.“What new feature can we add to Client XYZ’s PR Campaign?”). The Background Memo is sent to the participants at least a day before the Brainstorming Session so they can begin thinking about The Creative Challenge. It also allows Introverts to prepare to effectively participate in the Brainstorming Session.
- Bosses Are Not Welcome! Managers, who are not members of the Brainstorming Team, will inhibit the generation of unusual ideas by participants.
5. Location! Location! Location! Brainstorming must be performed in a relaxed environment which allows participants to stretch their minds and be creative.
6. The Brainstorming Group! The Brainstorming Process works best with a varied group of participants - those who are and are not familiar with the Creative Challenge. “Fresh eyes” will see the issue from a different perspective. Each Brainstorming Group needs a Team Lead/Facilitator and an Idea Collector.
- The Idea Collector! Records the ideas but does not participate.
- The Team Lead/Facilitator! Guides the session and encourages participation.
- Keep it Short! Any longer than an hour and the Brainstorming process runs out of steam or the Group loses focus. Remember Parkinson’s Law: “Work expands to fill the time available for its completion.”
10. Conducting the Brainstorming Session! · The Team Lead engages the participants in creativity exercises before the Brainstorming Session “officially” begins, to relax the participants’ minds.· The Team Lead begins the Brainstorming Session by presenting The Creative Challenge. · The Team Lead asks the Brainstorming Group for their solutions.· Participation by each member of the Brainstorming Group is not only expected but required.· Participants shout out solutions while the Idea Collector writes down all the solutions presented.· There is absolutely no criticism of any solution presented even when it is apparent the solution will not work as presented. · The Team Lead controls the discussion by cutting “the talkers” short and encouraging “the listeners” to participate.· The greater the number of solutions generated, the greater the chance of producing an effective solution. A minimum of five solutions per participant is required. · When there are no solutions forthcoming, the Team Lead poses a Lead Question to encourage creativity, such as “Can we look at this issue from another perspective?” 11. After the Brainstorming Session Ends!· When the set time for the Brainstorming Session is over, the Idea Collector presents a list of the collected solutions to the Brainstorming Group. · The list of solutions is reviewed by the Brainstorming Group to ensure everyone understands the ideas.· Duplicate solutions and obviously infeasible solutions are removed from the list by majority vote of the Brainstorming Group.· The Brainstorming Group then selects the five solutions the Group likes best by deciding on five criteria for judging which solutions best addresses The Creative Challenge. Each of the five criteria will includes the word “should” (i.e. “it should be cost effective”, “it should be possible to finish before Labor Day”). · Each remaining solution receives a score of 0 to 5 points, based on how well each solution meets each of the five criterions. · Once all of the remaining solutions have been scored, the top five scores represent the five best solutions to The Creative Challenge.· The Brainstorming Group members then elaborate on each of the five solutions to improve their quality. · While the solution with the highest score should best solve The Creative Challenge, be prepared to revisit the other four solutions in the event the best solution becomes unworkable.
12. Results Required! Within 24 hours after Brainstorming Session ends, the Brainstorming Group must submit a preliminary written solution to The Creative Challenge. This document must address the implementation of the proposed solution in the context of the best case scenario, the worst case scenario, what constraints exist, and what is non-negotiable in resources (people, money and time).
Why Traditional Brainstorming Fails
The ugly truth about the traditional Brainstorming Process is it often leads to mediocre results. The reasons why the Brainstorming Process fails to generate creative ideas are:
1. Badly formulated Creative Challenge. If you get the Creative Challenge wrong, the best solutions will not solve the problem.
2. Poor Team Leads/Facilitators. Team Leads or Facilitators who do not understand Creative Problem Solving are unable to properly manage a Brainstorming Session.
3. Squelching. Criticizing the wacky ideas during the idea generation phase of a Brainstorming Session de-motivates everyone and generates uninspiring and predictable ideas.
4. Dominating Personalities. If one person dominates the Brainstorming Session, only one person is really doing any brainstorming and the other participants’ ideas are ignored.
5. Too Much Noise. In a Brainstorming Session, participants are sharing ideas verbally. That means everyone has to listen to other ideas before sharing their own. The result is more time and energy is spent on listening and interpreting than on generating ideas.
Non-Traditional Brainstorming
Here are some non-traditional Brainstorming Processes which generate solutions to The
Creative Challenge, but avoid the reasons why traditional Brainstorming does not work well:
1. Nominal Group Brainstorming:
Instead of verbal participation, participants in the Brainstorming Session write down their solutions anonymously. This allows all participants in the Brainstorming Group equal opportunity in the Solution Generation phase of the Brainstorming Process.
2. Group Passing Brainstorming:
Each participant in the Brainstorming Group writes down one solution to The Creative Challenge, and passes the paper to the participant to their right. That participant adds one thought to the solution and passes it on until every participant gets their original piece of paper back. Another Group Passing technique is to create a “Solution Book” and place a routing list on its front. The first person to receive the Solution Book writes his or her solutions and then routes the book to the next person on the list. The next person adds new solutions or adds to the solutions of the previous person. This continues until the routing list is completed. A follow-up “read out” meeting is then held to discuss the solutions placed in the Solution Book. 3. Electronic Brainstorming: The Team Lead sends the question out to the Brainstorming Group’s members via email, and each member contributes independently by sending their solutions directly back to the Team Lead. The Team Lead then compiles a list of solutions and sends it back to the members for further feedback. Electronic Brainstorming enables much larger groups to brainstorm on a Creative Challenge.4. Visual Brainstorming:
Visual brainstorming generates ideas without using the spoken or written word. Items such as children’s toys, arts and crafts materials or persons in spontaneous role play are used to encourage the creative thinking process. In Visual Brainstorming, each participant tries out new solutions which must be implemented with the material provided and not simply vocalized. Once the session is completed the solutions are presented, explained and considered by the entire group.
The advantages to Visual Brainstorming are:
· It is harder for one person to dominate.
· Less “squelching” occurs.
· There is more creativity.
· Participants have more fun.
However, Visual Brainstorming requires a higher level of creativity in the planning stage to devise an effective approach for the Brainstorming Group and to determine the appropriate materials to use. Finally, Let’s Get Physical!
Research in the area of creative thinking concludes thirty minutes of aerobic exercise considerably enhances creativity. And the positive effects of this amount of physical exercise last at least up to two hours after completing the physical activity. So, to improve the Brainstorming Process:
- Go for a 30 minute walk before the Brainstorming Session.
- Schedule lunchtime walking groups to encourage creativity during the afternoon.
- Consider mini-workouts in the middle of creative sessions.