Effective Brainstorming

Problem solving can be difficult for any team to work through in order accomplish an assigned task, especially for global virtual teams. Brainstorming is an effective means of solving any problem. It’s a great tool which teams can utilize to generate new and creative ideas, (Fisher & Fisher, 2011). “As Linus Pauling, the Nobel Prize-winning scientist was known to have once said: The best way to get good ideas is to get lots of ideas - and throw the bad ones away” (McKenna, n.d), this is the main concept of brainstorming. The effectiveness of brainstorming along with the solutions generated depend greatly on how the process is carried out. The primary goal is to increase collaboration, foster open communication and team engagement. It cannot be stressed enough how important it is to encourage team participation; no idea generated is any less than the others in this creative process to solve problems.

The Brainstorming process

Fisher & Fisher, (pg. 180, 2011) break down the brainstorming process into seven steps:

1.    Define the problem

2.    Select those who will attend

3.    Review the brainstorming process

4.    Generate as many ideas

5.    Clarify and eliminate duplication

6.    Evaluate ideas

7.    Have fun

The most important step in this process is, of course, understanding the problem. It’s unwise to expect a team to generate solutions which will be implemented if those solutions are to fix the wrong problem. G. K. Chesterton commented on this very issue, “It’s not that they can’t find the solution … they can’t find the problem”, (Schoultz, n.d).

I believe the next important step in the brainstorming process is ensuring everyone understands the process itself. This is probably the most difficult aspect of brainstorming as people already believe they know how to do it, (McKenna, n.d). As children in school, we learned how to brainstorm, how to encourage everyone’s participation and how there are no wrong ideas. Our teachers kept us engaged making it a fun exercise in solving problems; everyone’s suggestions had its value. When do people forget this concept of brainstorming?

I believe the proper technique to brainstorming is lost in three situations;

1.    During a change effort where leaders are looking for quick answers to their problems. Once they hear a plausible idea the run with it, no time to waste. This has the potential to cause more problems than it solves as the suggestion utilized may not have been the best.

2.    Problems associated with technology use by global virtual teams. Improper use or improper technology utilized to promote effective brainstorming. Global virtual teams will require extra attention taken to ensure the right technology is available for everyone who will be participating.  

3.    Cultural diversity. All parties involved in the brainstorming need understand the importance of cultural difference and how this will have an impact on the final outcome of the brainstorming.

A common mistake made during brainstorming is when ideas undergo “evaluating, judging, or critiquing”, (Cain, 2012) during the brainstorming session. “Brainstorming should be a no judgment zone.” (Cain, 2012). It’s up to everyone involved, especially the leaders and facilitators to ensure brainstorming is effective, and everyone feels comfortable to contribute. In 1953 Osborn described what was required for effective brainstorming to take place, “Defer judgment (don’t get upset when people say bad ideas) and reach for quantity (come up with as many ideas as possible)”, according to Cho, modern day brainstorming is lacking in one or both of these criteria, (Cho, n.d). This is why it is critical to ensure proper orientation in brainstorming prior to beginning any sessions.

Making it fun

 What’s wrong with making brainstorming fun? Brainstorming, if done correctly is something which normally doesn’t take that long.  To take a quote from the Imagination Movers, a New Orleans alternative rock band, who also star in a Disney TV show for kids, “Reach high, think big, work hard, have fun!”, (Tanya, 2009). The more fun everyone has, the more ideas will be generated which will eventually lead to the success of the brainstorming session.

References

Adler, N. (2010), International Dimensions of Organizational Behavior, 5th edition. Cincinnati: Southwestern College Publishing. ISBN: 9780324360745

Cain, S. (2012), The Rise of the New Groupthink, retrieved fromhttp://www.nytimes.com/2 012/01/15/opinion/sunday/the-rise-of-the-new-groupthink.html?pagewanted=all&_r=0

Cho, M. (n.d), The myth of the brainstorming session [Blog], retrieved from http://blog.pic kcrew.com/the-myth-of-the-brainstorming-session/

Fisher, K., & Fisher, M. D. (2011). Manager’s guide to virtual teams. New York: McGraw-Hill.

McCarthy, D. (n.d). 15 Ways to Rain on a Brainstorming Session, retrieved August 1, 2014, from http://management.about.com/od/projectmanagement/fl/15-Ways-to-Rain-on-a- Brainstorming-Session.htm

McKenna, P. (n.d), The Art of Brainstorming: Part I, retrieved fromhttp://www.edge.ai/Edge- International-1058130.html

Schoultz, M. (n.d), 8 Ways to Ace the Effectiveness of Your Brainstorming Methods, retrieved from http://www.digitalsparkmarketing.com/innovation/brainstorming-methods/

Tanya, (2009), Imagination Movers: Warehouse Mouse Edition DVD (On DVD 5/5/09), [Blog], retrieved August 1, 2014, from http://www.mommygoggles.com/imagination-movers- warehouse-mouse-edition-DVD/