“An idea that's BOLD is worthless until SOLD!”― Don The Idea Guy Snyder
Brainstorming is a popular tool that helps you generate creative solutions to a problem.
It is particularly useful when you want to break out of stale, established patterns of thinking, so that you can develop new ways of looking at things. It also helps you overcome many of the issues that can make group problem-solving a sterile and unsatisfactory process.
Used with your team, it helps you bring the diverse experience of all team members into play during problem solving. This increases the richness of ideas explored, meaning that you can find better solutions to the problems you face.
It can also help you get buy in from team members for the solution chosen – after all, they were involved in developing it. What’s more, because brainstorming is fun, it helps team members bond with one-another as they solve problems in a positive, rewarding environment.
Why Use Brainstorming?
Conventional group problem-solving can be fraught with problems. Confident, "big-ego" participants can drown out and intimidate quieter group members. Less confident participants can be too scared of ridicule to share their ideas freely. Others may feel pressured to conform to the group view, or are held back by an excessive respect for authority. As such, group problem-solving is often ineffective and sterile.
By contrast, brainstorming provides a freewheeling environment in which everyone is encouraged to participate. Quirky ideas are welcomed, and many of the issues of group problem-solving are overcome. All participants are asked to contribute fully and fairly, liberating people to develop a rich array of creative solutions to the problems they're facing.
What is Brainstorming?
Brainstorming combines a relaxed, informal approach to problem-solving with lateral thinking. It asks that people come up with ideas and thoughts that can at first seem to be a bit crazy. The idea here is that some of these ideas can be crafted into original, creative solutions to the problem you're trying to solve, while others can spark still more ideas. This approach aims to get people unstuck, by "jolting" them out of their normal ways of thinking.
During brainstorming sessions there should therefore be no criticism of ideas: You are trying to open up possibilities and break down wrong assumptions about the limits of the problem. Judgments and analysis at this stage stunt idea generation.
Ideas should only be evaluated at the end of the brainstorming session – this is the time to explore solutions further using conventional approaches.
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