Brainstorming method: essence, application, examples

2024 Author: Miguel Ramacey | [email protected]. Last modified: 2023-12-17 06:11

Modern man has to live in an ever-changing world, where what was considered science fiction yesterday is becoming everyday and the norm today. Of course, the current time can be called wonderful and incredibly interesting, but it, in turn, makes each of us live at a frantic pace and solve tasks that require a significant investment of time and effort. In search of the right answer, a person has to re-read a lot of literature and ask friends for advice. But this does not always help in solving the problem. And here a technique comes to the rescue, which allows you to find the only one from the many possible answers that will allow you to successfully cope with the task. What is this method? It is called the brainstorming method. What is it and how can it be used in practice? Let's try to deal with this issue.

The essence of the method

A method that allows you to successfully solve the problem, whichalso called brainstorming, is to activate the creative potential that a whole group of people has. To do this, a small team gathers, each member of which takes part in the discussion. The conversation concerns one or another previously voiced problem.

The purpose of the brainstorming method is to collect the maximum number of ideas that are designed to solve the problem. Moreover, this must be done in the shortest possible time. The brainstorming method makes it possible to optimize the creative thinking of the team and get the most effective idea for its subsequent implementation.

Scope of application

Using brainstorming (MMS) is by far one of the most effective ways to conduct peer review. It is used in scientific and technical areas, in management, and even in cases where it is necessary to solve personal problems. The brainstorming method also finds its application in games. In other words, wherever an effective and quick way out of the current situation is required.

The scope of the brainstorming method is extensive and applies to cases where:

• the object under study is not subject to strict formalization or mathematical description;
• characterization of the object of study is insufficiently substantiated due to the lack of detailed statistics;
• functioning of an object is multivariate and depends on a large number of factors;
• there is a need to forecast complex phenomena from the economic sphere, which are constantly evolving and developing dynamically;
• the current situation does not accept other ways of solving the problem.

A fairly wide range of economic and social processes fall under the conditions described above. Other methods of expert assessments have a similar scope. Brainstorming should not be in situations where the object in question is well studied and predictable.

History of Creation

The founder of the brainstorming method is a well-known copywriter, founder of the information company BBD&O Alex Osborne. MMS was invented in the middle of the 20th century and today it is in great demand by leaders seeking to make special, fundamentally new and creative solutions, which are based on the “collective mind” factor.

What helps brainstorm a solution to a problem? Alex Osborne's theory is based on the fact that very often people simply do not want to express extraordinary options that allow them to come to a solution to a problem, because of fear of their condemnation by superiors, friends, colleagues, etc. The brainstorming method refers to those that categorically exclude the censure or evaluation of any ideas in the initial stages of their inception. As a result, a method was proposed, the effectiveness of which is truly unique. When using it, a small team of 6-10 people is able to offer 150 or more of the most popular products within just 10 minutes.different ideas. This is made possible by the prohibition of judging any thoughts at the beginning of the discussion, and also due to the observance of the principle of translating quantity into quality. The application of the brainstorming method involves the initial selection of the best ideas. Details are clarified at the end of the discussion.

First Use

Today, there are numerous examples of the brainstorming method used in practice. But its first use occurred back in the years when many countries were engulfed in the Second World War. At that time, Mr. Osborne was not a copywriter or businessman at all. He served as a captain on a merchant ship that regularly sailed between warring Europe and prosperous America. Often in the sea, unarmed ships perished, launched to the bottom by German torpedoes. In order to avoid danger, Alex Osborn, who was fond of history, had to remember the practice used to resolve critical situations by the ancient Viking sailors.

After he, the captain of a merchant ship, was given a radiogram that spoke of a possible attack by an enemy submarine, the entire crew was assembled on deck. Osborne invited everyone to express their opinion on ways out of the crisis. Thus, the captain of an American ship revived the oldest method of managerial decision - brainstorming (as he himself called it). Members of the ship's crew made many seemingly absurd decisions. And at the same time, one of them was chosen, which then passed to the stage of rethinking. The solution was to have the ship's crew line up along the side towards which the torpedo would move and begin to blow on it, which should lead to the deflection of the deadly projectile. The American ship was lucky. A German submarine passed by that voyage. However, the decision-making method used by the captain - brainstorming - has borne fruit. Somewhat later, Osborne patented the invention. It provided for the installation of a powerful propeller to the side of the ship, which turned on at the right time and created a jet of such force that the torpedo had to change the angle of attack and head in the other direction.

Methodological basis of MMS

The study of history indicates that the ancestors of brainstorming were not the ancient Vikings at all. What was the basis of the theory of brainstorming? Heuristic method of Socrates. According to the ancient philosopher, skillful questions allow you to encourage any person to reveal their potential abilities. Each conversation Socrates perceived as the most important tool to clarify the truth.

This idea was developed in the theory of Alex Osborne. The American copywriter managed to simulate the environment, which, taking into account the application of the most simple rules, awakens the creativity of people in the team.

On the examples of the brainstorming method, the synectics method was created, which motivates the intellectual activity of various teams and communities.

Organizing a group discussion of the problem

What is the main potential of the methodbrainstorming? How to properly organize such a discussion?

The brainstorming method allows you to launch the collective mind mechanism, which allows you to find solutions to pressing issues of various directions. To date, it has firmly entered the practice of corporations, becoming the leading method in choosing the best ways to solve various multivariate problems. At the same time, its varieties arose, which are also very popular. Here are just a few of the brainstorming techniques:

• Delphi method;
• brainstorming using whiteboard;
• "Japanese";
• brain ring.

Each of these methods has its own peculiarity. But in order to understand their meaning as deeply as possible, first of all, you need to familiarize yourself with the classic MMS and its methods.

Preparatory stage

For the qualitative implementation of this stage of the MMS, it will be necessary to observe some organizational points. In particular, it is necessary to adhere to the main stages of the methodology. The first one is installation. It is desirable to hold it two weeks before the main part of the MIS.

Brainstorming can be done by clearly stating the problem with the chosen facilitator, with the selection of two groups needed to generate different solutions, as well as for further peer review. The stage of organizing the MMS will need to be taken with full responsibility. This will avoid errors that will reduce the effectiveness of the method. For example, unclear and fuzzy statement of the problem andgoals already initially lead to zero efficiency. And vice versa. A task put up for collective discussion, which has an ambiguous structure, that is, inherently consisting of several tasks, can confuse those discussing who will not understand the order in which problems are resolved and their priority.

Composition of groups

The optimal number of participants in a collective discussion is 7. But the composition of groups, which include from 6 to 12 members, is also acceptable. Forming smaller teams is not recommended as it makes it very difficult to achieve a creative atmosphere.

It is desirable that the group be attended by people of various professions. At the same time, the IMS also provides for the presence of invited persons who are specialists in a particular field. More dynamic work can be achieved in mixed groups, where there are women and men. It is also important to balance the number of participants who are contemplative and active.

The leader present when using the brainstorming method should be optimistic about solving the problem under discussion. Otherwise, a negative effect will be obtained.

Before proceeding to the second stage of the MIS - discussion, group members formulate a problem and talk about the date of the event. This should happen a few days before the MIS.

Time Frame

Brainstorming will have the maximum effect if it is carried out between 10.00 and 12.00 or 14.00 and 17.00. It is advisable to gather the group members in a separate room isolated from noise, in which a poster with the rules of the IMS can be placed, as well as a board for prompt display of the received ideas on it.

All members of the team must be seated around the leader's table in an ellipse or square. The entire course of the discussion should be recorded on video or on a tape recorder, so that each of the ideas expressed will not be missed. Moderate humor is welcome at an event like this.

Apply the method for 40-60 minutes, depending on the complexity of the problem under discussion. The easiest issues are resolved within a quarter of an hour.

Idea generation

At this stage, there is an intense intellectual work of all those present. By its onset, all group members should be maximally tuned in to creative thoughts. To help them in this should be the qualifications of the leader. This person makes a smooth and short presentation, expressing his belief that only creative and creative people have gathered in the room and the result of their work will be the success of the entire event. Also, the presenter should have a short intellectual warm-up, during which he asks the audience any boring questions. For example, about what nickname Pushkin had in his lyceum years (Egoza).

It is worth bearing in mind that the brainstorming method is not at all a meeting with employees dozing in the back rows. This is work that, at the implementation stage, should be aimed at collecting a maximum of options that would allowsolve one problem or another. It is considered that the MIS was carried out effectively if more than 150 directions of action were proposed in 30 minutes.

Fixing ideas

Proposed options can be written in two ways. The first of these involves the expression of all ideas by the participants in turn. In this case, each of the options is displayed by one specially designated person. In the second method, group members express their ideas at any time. To fix the proposed options, 2-3 people are selected. All entries are reviewed by a review team, which should not give any preliminary assessment. She just takes note of all ideas.

Expert evaluation

At the next stage of the brainstorming method, all received proposals are first grouped by topic. This allows you to highlight the most successful solutions. After that, the algorithm for discussing the selected options involves the use of the Pareto method. It is named after the sociologist who discovered this principle, which states that 20 percent of effort produces 80 percent of the result.

MMSH involves building a Pareto table, in which for each selected factor designed to solve the problem, the number of its repetitions is indicated, as well as% of the total number. After that, a chart is built. This graphical representation of the bar type on its vertical axis shows the number of occurrences of factors, and on the horizontal axis - the order of decreasing significance of these factors. The final stage of the MMS involvesanalysis of the Pareto chart.

Using practice in universities

Brainstorming is also used as a teaching method. It is studied in universities, which allows solving specialized issues and involving students in research work.

In order to teach the brainstorming method, specially created educational methods are used in higher education institutions. They allow you to train the originality of thinking, as well as its flexibility - semantic and figurative.

Brainstorming as a learning method allows future specialists to produce a maximum of ideas in a short period of time and develops in them the ability not to miss new, most productive areas of activity.

Types of MMS

Brainstorming, used as one of the teaching methods, involves the development of its various subspecies by students.

1. Brain ring. This subspecies of MMS is characterized by a written formulation by the group members of all the ways to solve the problem. Discussing write down their own ideas, and then exchange sheets. Such actions allow the thought put forward by one person to be developed with the help of the intellect and fantasy of other people. This technique showed its effectiveness especially brightly at one of the meetings of pharmacists. Having gathered for a meeting where the creation of a new product was discussed, they, after combining the two notes, were able to develop a unique product. They became a shampoo-conditioner, that is, a 2-in-1 product.
2. Using the whiteboard. On theleaflets filled with discussing some problem are attached to it. The results of such an intellectual assault are not only visual, but can also be easily combined and sorted.
3. Japanese technique. This method of brainstorming was invented by Kawakita together with Koboyashi and they called rice hail. Such a technique assumes that all participants in the brainstorming session come to a single result. When applying this method, people fill out the cards, reflecting on them their own version of the solution to the issue. After that, all the sheets are grouped in the context of the options presented on them, which allows you to get a single vision of the problem.
4. Delphi method. This is a specialized way. It is used to predict economic and social processes. When implementing the Delphi method, participants fill out cards that all members of the team can familiarize themselves with (it can include from 10 to 150 people).