How to conduct brainstorming correctly and get the most out of it?
What is brainstorming?
Brainstorming is based on the assumption that people in a group, based on the suggestions of others, will come up with more ideas than they would individually. Brainstorming is therefore based mainly on collective thinking. This method originated before World War II and was associated with the advertising industry, where it was used by advertising creators. Over time, brainstorming has also become established in other areas of business and in fields related to creativity, problem solving, and more demanding tasks. Nowadays, it is most commonly used in management, business, and in the search for optimal procedures and forecasts. Brainstorming is based on the logic of separating the generation of ideas from their critical evaluation. The goal is to produce as many ideas as possible on a given topic or problem. So let’s take a look at how to brainstorm properly, what the rules are, what to avoid, and what benefits it brings.
How is brainstorming conducted and what are its objectives?
Each brainstorming session has a leader or “moderator,” who may be elected or may have to convene the meeting themselves based on the issue or situation at hand. The moderator is responsible for recording all ideas, setting the time, and ensuring that the brainstorming topic is clearly defined and understood by all participants, so they must be able to briefly explain the topic being discussed. They should mention the basic rules that govern every brainstorming session. The participants in the brainstorming session may be various technicians or operators from production, so the rules must be explained to them. Since quantity produces quality in brainstorming, participants must know that the more ideas they produce, the greater the chance of finding the key one. The goal is to create an environment where individuals feel safe and are not afraid of being judged for their ideas. Creating a good mood promotes divergent thinking. In many other meetings, even skilled technicians are afraid to express their opinions for fear of undermining their own expertise in the event of negative feedback. Unconventional ideas, sometimes uncomfortable, must also be welcomed, because ideas that are initially uninteresting or too far removed from the topic can lead to progressive solutions.
Brainstorming principles and what to avoid?
In brainstorming, criticism is strictly prohibited, as is any hint of a negative reaction to any idea or thought. Negative feedback can dampen the necessary positive atmosphere, and negative evaluations of ideas can devalue the assertiveness of others, who may then refrain from participating fully. Positions or titles should not be mentioned; complete equality is the key to everyone’s relaxation. Whether you like it or not, personal relationships between individual participants will also be reflected in the brainstorming. These do not have to be direct disputes; it is enough for different personality types to emerge. Dominant people find it easier to assert their opinions. Stubborn individuals constantly repeat the same thing and defend their point of view. Insecure individuals prefer to remain silent, avoid controversial ideas, and propose more conformist ideas that they consider “safe.” The result? An unproductive, or at least not 100% productive, session. The moderator should openly address these situations and thereby promote equality among the people participating in the brainstorming session. They should be fully connected to all participants and coordinate the entire situation, lighten the atmosphere, and maintain a rapid flow of ideas. It is good to ask questions from a different perspective and, of course, constantly ask for ideas. A good moderator is a bit of a psychologist who knows that quality results can only be obtained from people if their importance is emphasized, which means they must moderate in such a way that everyone feels equal.
The result and benefits?
With the help of the group, we further sort the ideas using a mind map, Pareto analysis, or SWOT analysis. In practice, the ideal method is when the individual contributions of the participants are analyzed and refined, evaluated, and processed. This is a relatively popular method that is commonly used in companies. In addition to developing creative thinking, it also develops the ability to collaborate. Subsequently, an overall evaluation and selection is carried out, and a plan for what will happen next is processed.
Brainstorming not only evaluates, but also unites and strengthens the culture of the company. People who escape our notice every day suddenly become part of us, part of the solution to the problem, and ultimately we can learn a lot from them. The humility of a manager who is able to listen to people at any level is an ingredient of character that we must strengthen every day so that others will follow us. Our experienced experts can help you with your managerial development, not only with brainstorming, but also through individual consultations as part of your MBA studies.
