Tool 20: Brainstorming

AKA

Osborne Brainstorming, Free-Form Brainstorming

Classification

Idea Generating (IG)

Tool description

Brainstorming is an idea-generating tool widely used by teams for identifying problems, alternative solutions to problems, or opportunities for improvement. This tool originated in 1941 by Alex F. Osborne, when his search for creative ideas resulted in an unstructured group process of interactive "brain-storming" that generated more and better ideas than individuals could produce working independently.

Typical application

• To unlock the creativity in teams.

• To generate a large list of ideas for problem solving or a list of problem areas for decision making or planning.

• To develop creative alternative solutions.

• To identify improvement opportunities.

• To start innovation in processes, products, and services through team participation.

Problem-solving phase

→	Select and define problem or opportunity
→	Identify and analyze causes or potential change
	Develop and plan possible solution or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
1	Creativity/innovation
	Engineering
	Project management
	Manufacturing
	Marketing/sales
	Administration/documentation
3	Servicing/support
	Customer/quality metrics
2	Change management

links to other tools

before

• Data collection strategy

• Checksheet

• Team Mirror

• Surveying

• Interview technique

after

• Triple Ranking

• Multivoting

• Nominal Group Technique (NGT)

• SCAMPER

• Cluster analysis

Notes and key points

• Accept one idea at a time; team members can "pass."

• Encourage members to think of the wildest ideas; they often trigger others!

• Accept expanding, improving, and combining ideas of others (piggy-backing).

• Do not allow instant evaluation of ideas, criticism, or remarks.

• Avoid wandering or side discussions.

Step-by-step procedure

• STEP 1 Form a team of approximately 6–10 people.

• STEP 2 Communicate brainstorming guidelines and set time limit (approximately 15–20 minutes).

• STEP 3 State purpose for session; discuss specific problem or topic. See example Improve Quality.

• STEP 4 Establish a positive, nonthreatening setting and encourage all members to participate in a free-wheeling expression of ideas.

• STEP 5 Record, on flip charts, all ideas generated; the emphasis is on quantity, not quality.

• STEP 6 When the team has run out of ideas, review and clarify each idea (no discussion).

• STEP 7 Allow some time for ideas to incubate.

• STEP 8 Identify or prioritize useful ideas.

Example of tool application

Improve Quality

Flip chart 1	Flip chart 2
Session 8/19/xx	Session 8/19/xx
Topic: Improve Quality More training Short due dates Inexperience No communication Missing information What is a defect? Constant changes No inspections Too much work Many interruptions Group conflict Incorrect testing	Lack of proper tools Low job satisfaction Specifications unclear Lack of instructions Low morale, motivation Lack of metrics Involve customers Stressful work Equipment problems Lack of data Need problem-solving teams No procedures End of Ideas