What is Brainstorming?

Brainstorming is a group technique for generating new and useful ideas. It uses a few simple rules for discussion on a subject matter that contributes to originality and innovation.

Brainstorming is probably the best known technique and most widely used for idea generation by

Shop floor workers

Managers

Politicians etc.

It is used effectively and frequently at various stages of problem solving

Mr. Alex Osborn of USA developed this techniques in 1950s to solve advertising and marketing problems.

Quality Control Deptt.

Now its use has spread and become popular in other applications including quality problem solving.

Creativity and logical thinking

Some are famous for their logical approach and some are famous for creative thinking like

Socrates

Thomas Edison

But for effective functioning we have to make use of both i.e. creative as well as logical processes.
Sherlock Holmes

Creative ideas which come to us as hunches, show a new way.

Logical thinking can help us to develop ideas in a systematic way.

Similarly a complex problem may call for systematic approach and also imagination to understand the Complexity

In our working we use both these alternatives

FAT MAN

OVER EATING

When we observe a problem based on our experience we logically come out with the possible causes

When it comes to solutions, especially when normal solutions are not effective, we come out with imaginative ideas to find a solution

This does not mean creative ideas are altogether different from logical thinking and process. It is often our approach that makes the difference

Logical thinking is a systematic one based on certain rules and can be reproduced by anyone

Creative thinking is original and is done by breaking such barriers. It is thinking in a different way and can not be confined to any system or controlled by normal rules.

Brainstorming helps to make use of creative abilities of people in a group and sometimes by individuals themselves in an effective manner

Such knowledge comes handy if an individual alone has to handle it i.e. where he has to come out with an idea on his own.

Mr.J.P.Guilford who conducted research on the creative behaviour, identified five key elements concerning human ability to be creative

Fluency

IDEA!!! IDEA!!!

IDEA!!! IDEA!!!

IDEA!!!

IDEA!!!

Fluency is the capability to think of maximum ideas within a given time or rate of flow of ideas.

IDEA!!! IDEA!!! IDEA!!!

IDEA!!! IDEA!!!

IDEA!!! IDEA!!! IDEA!!!

It is measured by quantity

Brain is like any part of the body. When you regularly use it, functionally it improves. Regular brainstorming makes creative side of the brain more active.

Ideas 1. 2. ----------5.

Ideas 1. 2. ------------------5. -------------------20.

Ten sessions back

Now

No of ideas start increasing session by session.

Since we look for quantity over quality in Brainstorming generally more ideas within a given time is important. It is found that more the quantity, effective and useful ideas emerge.

Flexibility

This is the ability of a mind to move from one area

to another quickly

In this aspect the process of thinking helps

Another gain is that, in a group people think divergently.

Sir, the government has increased excise duty on cigarettes. ITC could suffer losses. Dont you think we should off load ITC shares.

If that is the case Mamta why not sell shares of all the tobacco companies we have.

When we listen to others it opens up new avenues for our thinking. We call this Hitch-hiking process.

MEMORY

CREATIVITY

PERCEPTION

IMAGINATION

Thinking power of an individual either lies in his memory, perception about a situation, creativity or imagination etc.

MARKETING PRODUCTION

QUALITY

FINANCE

SALES

Flexibility is measured by the number of categories of ideas generated.

ORIGINALITY

Originality is the ability to identify uncommon ones. Look for how new the ideas are.

Originality does not come in large numbers. But even one original idea can lead to a lot of benefits.

Thinking without any barrier and away from conventional methods leads to originality.

Regular brainstorming helps to bring out originality in people.

AWARENESS

Automation here will render two persons job redundant. Discuss and fix them in alternate positions before implementing it.

This is the ability to look into the future i.e. beyond the immediate facts

When you plan something look ahead to see what can be the possible hurdles or resistance to the idea

?
What can the need of the future be?

Such awareness helps to prepare oneself or a group to face challenges and succeed. You can get this benefit through regular brainstorming.

DRIVE

This is a willingness to contribute to achieve the end goal without the fear of failure.

Getting into the habit of brainstorming helps people to shed their fear, inhibitions and make them to participate willingly. This is one of the aspects of the development of an individual.

Above all such Willingness and drive in people make them to try unconventional ways. Dr. Juran calls it as cutting new windows.

METHODS OF BRAINSTORMING Brainstorming can be done in three ways viz. a) Free Wheeling or Unstructured b) Slip Method c) Round Robin or Structured Method

FREE WHEELING OR UNSTRUCTURED

Here there is no hold, no bar.

A department head may call his people and explain a subject for Brainstorming and all are expected to come out with his/her ideas on the subject.

Subject for Brainstorming ABSENTEEISM

No limit in number of ideas within a time frame. One can reel out even hundred ideas at a stroke.

This is a good system as it is spontaneous, stimulates creativity of the individual and one can easily build his/her ideas on the ideas of others and the continuity helps in the further thinking process.

But there are certain disadvantages in the system. Slow thinking persons and persons lacking confidence may put shutters to their thinking, seeing the enthusiasm of the strong dominating persons in the group.

Since this is free wheeling many may speak simultaneously and invariably confusion may prevail. Many times people stray away from the main point.

Free wheeling calls for a tactful and proper handling. The leader should be a good observer and should have the ability to moderate and to locate those who do not contribute and encourage them to come out with their ideas.

SLIP METHOD

Here you ask the individual to put his/her ideas on a slip of paper and give it for consideration. This method helps in involving the shy and the withdrawn.

One need not write his/her name. Such anonymity make people to open up freely.
Anonymous

When a group is big and when arranging meeting is difficult, this system can be used.

But the drawback of such a system is high. You cannot build ideas on others' ideas. Hitch-hiking process is not possible.

Some times illegible hand writing or improper presentation leads to problem. Due to anonymity's, it is difficult to trace the originator and get things rectified.

If anonymity is avoided then ideas may not flow in.

It is a very slow process. May be it can be done in stages. i.e. collect ideas and display them. Then again for more ideas etc.

ROUND ROBIN or STRUCTURED PROCESS

In Quality Circle activity we invariably use this method, as development of people is the primary aim of Quality Circle. Let us see how this is done.

Gather a group which is willing to work together. In case of Quality Circle we already have such a group.

Open minded

Motivating

Amiable

Control

Select a leader.

Choose a meeting place where there is no disturbance or distraction.

QUALITY CIRCLE MEETING

Topic of discussion : Venue: Date of meeting : Time of meeting :

Prior intimation to the group regarding the issue on which they are going to brainstorm is essential. In case such intimation is not possible due to any reason communicate it in a manner to the group and make sure that the information reaches them without any distortion.

QUAL

NG CIRCLE MEETI ITY

n: Topic of discussio
tric Improve Volume efficiency of the Boiler

Venue: e Mr. Vijays Offic Date of meeting : 18 February : Time of meeting Wednesday 5 P.M.

Whenever such intimation is sent or explained in person, ensure that the statement is specific and clear and at the same time broad enough to include useful ideas.

Such information or personal explanation should not create any biased ideas or opinions in the minds of the people.

Allow the required incubation time for people to think and contribute.

Encourage for free flow of ideas in increased quantity than quality of ideas.

Create a lively and informal atmosphere to enable people to open up.

Assign a person to record the proceedings of the session. Use a flip chart, black board or OHP for this purpose.

They should be in full view of the group so that development of ideas over ideas is possible.

Guests are welcome

No special treatment to guests. Everyone will follow norms setup.

It is better sometime to have guests or invitees who are knowledgeable on the subject. A different way of thinking and fresh ideas help a lot, but everyone should follow the norms setup.

While brainstorming there should be neither criticism on an idea nor appreciation. No evaluation should be done at this stage.

Think in a radical way and try to contribute and bring out maximum number of ideas. Thinking should be unconventional, imaginative and at times even drastically different and unusual.

Do not hesitate to hitchhike over others' ideas.

Keep up an acceptable fast pace.

PASS

IDEA

Everyone should contribute in turn and only one idea at a time. If one cannot think of an idea at a given point of time, he may say pass, but will always get another chance in the next round.

Clarify but do not explain or criticise the ideas. a. Ensure ideas expressed are specific and clear b. They are broad enough c. Are not biased

Did you say something about warming up !!!

You can always do a warm up session on a neutral subject before taking up the main issue but such sessions should be for a maximum period of 5-10 minutes.

There are various ways of killing an idea. Do not permit such things.

Never allow a session to carry on to the fatigue point.

If we lose grip over the session, we can have diversion or even have a break in the session.

IT IS TIME WE TAKE A BREAK. LET US MEET TOMORROW.

The maximum for a session could be 40-45 minutes. You can break and continue on another day.

He He He !!!! That was the silliest idea I had ever heard!!!!

A little fun is healthy and will make people shed their inhibitions and get involved. Laugh with someone but not at them.

WHY WHO

WHERE WHEN HOW

WHAT

To bring creativity use five W's and one H'

Let us understand that this is one of the best ways to bring about new and innovative ideas quantitatively.

GROUP SIMILAR IDEAS

While processing the idea combine and group similar ideas.

Agree on an evaluation criteria

DATA

For a list of problems collect data on the severity.

CATALYSING THE SESSION

If the Brainstorming seems to slowdown, the leader may suggest piggy backing. Piggy backing is building on others ideas.

I find the dame irritating. Why don't you get rid of her. On the contrary I think she deserves a raise.

Another techniques is to suggest opposites.

Members should try to give opposite suggestions to whatever ideas we might have gathered about any thing. Sometimes that may lead to a good result, or sometimes a combination of for and against suggestions can give us valuable result.

Sometimes we can also try quick association. The leader gives a word and the members respond as quickly as possible with an associated word which might apply to the problem in some way.

Training Books Faculty Practice Visual Aids

Let us try the word 'Training'

Signal Ticket Counter

Rly. Station Rails

Let us try the word 'Railway station The response could be for skills development, for knowledge.

COMPLETING THE BRAINSTORMING To make sure that the brainstorming has covered all possible causes for a given problem, make a list of the general areas and make sure the group has examined everyone of them. Such a list would include some of the major factors that go into the operation such as

Machine Method Material Environment Operator

Machine: Includes the type of machine and its maintenance

Method: Concerns the strategy for executing or process of working

RAW Material

RAW Material

RAW Material

RAW Material

RAW Material

Material: Are elements that come to the process, whether they are raw materials, component, or partially processed materials.

Environment: Is the working environment. Sometimes humidity and dust can affect the process.

Operator: Is the person doing his job. Factors associated with the operator include, professional training, eye sight and working skill.

Other aspects like money, management, competition etc.

SOME DIFFICULTIES AND PIT FALLS CONNECTED TO BRAINSTORMING

IMPORTANT
Brainstorming is not a replacement to data.

In a brainstorming some people may be very close to the problem and some may not.

Shut up you fool !!! Who is interested in your stupid ideas.

Sometimes when an idea comes from an outsider, the insiders of the group may not give importance to it.

Raju is a liar I am not going to listen to any thing he says.

He he he !!! You guys have no brains.

You are wearing such a lovely shirt

Some people are difficult to deal within a group.

What the hell is going on. I am sure we did not gather over here to talk about cricket.

They get off track which disrupts the group's work.

Mr. Rao we are all pleased to know that India won the Test Match. Now with your kind permission can I start the meeting.

The leader should be firm but friendly with them. The leader should try to convince the difficult members either by talking to them privately of by direct confrontation if need be.

Hey do you know who Sridevi got married to !!

We would love to know Mrs.Rao. But would it not be better and more fun, if we discuss Sridevis affairs over a cup of tea after the meeting.

When a person gets the discussion off the track, the leader should gently and subtly direct the conversation back to the topic.

If raju is leader I quit !!!

Raju ZINDABAD!!!

Raju leader

Experience shows that difficult members usually do two things - either they becomes strong supporters to the leader or they leave the session.

USES OF BRAINSTORMING

What the hell is going around in this factory !!! Production has hit an all time low. Who is behind this.

Brainstorming can be used at various stages of problem solving. It can be used for a) Identification of problem

Possible causes arrived at after brainstorming 1._____________ 2._____________ 3._____________ 4._____________ 5._____________

b) Finding out the possible causes to the problem

This beats me !!! I have no idea how to solve this problem.

Did I not tell you that BRAINSTORMING is the only way to go.

c) Generating ideas for arriving at a solution

What solution ? I tell you there is no problem over here.

d) Predicting the possible resistance to the solution

What brainstorm again to overcome resistance !!! Do you want me to brainstorm till I drop dead.

e) Finding out the process to overcome the resistance.

SUMMARY ON BRAINSTORMING
Encourages creativity to obtain variety and new ideas. Requires discipline and structure. Helps to identify the problems. Helps to find out possible causes. Helps to find out solution to such causes. Helps to predict and overcome possible. resistance and solutions to them. But they are not a substitute to data.

Four conceptual rules are:

* * * * No criticism or evaluation. Try not to be conventional. Aim for quantity. Hitch-hike on others ideas.

Four practical rules for structural approach:

* * * *

Contribute in turn. One idea per turn. You may pass. Do not explain ideas.

Prepared by G. Vijaykumar