Action Planning Tools: Brainstorming
*In recent years, the term ‘brainstorming’ has been criticised for being a politically incorrect term; therefore it is also often referred to as ‘idea showering’.
Brainstorming is a well-documented technique designed to solicit comments, ideas and points of view on a chosen subject. Effective brainstorming can create extremely valuable breakthroughs and new ways of achieving results that had not previously been considered.
The purpose of brainstorming, either individually or as a group, is to generate as many ideas as possible, without first assessing the value of these ideas. Brainstorming is useful for helping to identify possible root causes of a problem, or trying to identify potential solutions.
Brainstorming is very simple. It works best when the meeting is informal. It can be used to encourage everyone to contribute and to break down barriers between departments or teams. It allows everyone to contribute equally to the team and is a very useful technique for lots of different situations including putting together action plans.
To use the brainstorming technique, follow the six steps listed below:
Step | Directions |
Step 1 | Ensure that everyone is feeling relaxed |
Step 2 | Select someone to write the ideas on a flip chart or a large sheet of paper |
Step 3 | Define the problem clearly and check that everyone has the same understanding of the problem |
Step 4 | Generate as many ideas as possible, without discussion or evaluation and encourage everyone to contribute |
Step 5 | Write down every idea and do not judge ideas because in brainstorming there is no such thing as a bad idea. Sometimes strange ideas stimulate new areas of thought and inspiration |
Step 6 | After the brainstorm session, each idea and suggestion needs to be reviewed and evaluated to assess its merits and to agree a way forward |
Typically, a brainstorm is conducted as a formal or a semi-formal meeting during which a facilitator records and collates resultant feedback, ensures each person in the group is given fair opportunity to contribute and manages the brainstorm: an effective facilitator will ensure as many people as possible contribute during the brainstorming session. This is the role which can be taken by the coach.
There are a few simple rules that should be used when facilitating a brainstorm session:
- Make sure everyone understands the problem at the outset
- Quantity is needed – worry about quality later!
- Do not question or judge ideas and suggestions during the session
- Do not elaborate on ideas and suggestions
- Do not worry about repetition
- Keep energy levels high
- Keep ideas brief and quick
- Do not worry about repetition
- Record ideas exactly as presented by people – use their words
- No criticism
- Remind people of the rules for effective brainstorming from time-to-time
- Set a time limit to engender a sense of urgency and purpose
Within a brainstorming session, all participants have a duty to conduct themselves in a manner that encourages everyone in the group to contribute: to this end one of the key rules of brainstorming is to ensure there are no judgemental comments – there should be little or no feedback on ideas.
Feedback on ideas and comments during the brainstorm session should take place in the next stage which is the evaluation of ideas and suggestions.
Often a flip chart or whiteboard is used to record or capture the results of a brainstorming session. Using a flip chart or whiteboard can be useful since all of the participants can see their ideas alongside those of others. Where this is not possible or where there is only a small group of people, the same effect can be gained from using an A3 sheet of paper around which people gather.
Typically, an effective brainstorm session can generate many pages of ideas and suggestions. This can present a difficulty in that the ideas need to be reviewed and evaluated to arrive at a way forward or strategy. This can prove to be an arduous task. As a result, brainstorming sessions can generate lots of enthusiasm and ideas, but prove to be of limited value when attempting to move the ideas forward.
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