BRAIN STORMING

BRAIN STORMING


It was developed by AF Osborn, to increase creativity. Brainstorming is used to help groups generate multiple ideas and alternatives for solving problems. This technique is effective because it helps to reduce interference of caused by critical and judgmental reactions to one’s ideas from other group members.

In this, a group is convened and a problem at hand is reviewed. Individual members are then asked to silently generate ideas/ alternatives for solving the problem. Then, these ideas are solicited and written on a board or a flip chart. A second session is used to critique and evaluate the alternatives. Managers are advised to follow four rules while Brainstorming:

1. Freewheeling is encouraged: Group members are advised to offer any and all ideas they have: the wilder, the better.

2. Criticism is discouraged: Don’t criticize during the initial stage of idea generation. No negative phrases should be used.

3. Quality of ideas is encouraged: Managers should try to generate and write down as many ideas as possible.

4. Combination and improvement of ideas is pursued: Group members are advised to “piggyback” onto the ideas of others.

Brainstorming is an effective technique for generating new ideas/alternatives. It is not appropriate for evaluating alternatives or selecting solutions.