Brainstorming is a group creativity technique designed to generate a multiple number of new ideas for the solution to a problem. Researchers propose that groups can double their creative output by using brainstorming (ref).   Although brainstorming can be productive in sparking unique or previously un thought of solutions, directions or associations and it is a powerful and effectiveness tool for enhancing the quantity or quality of ideas generated.   WD relies on the saturation method of emerging the development team into the problem, and or environment, becoming end users to generate real human insights into solving the problem.    

       Brainstorming has group dynamic issues such as distraction, evaluation apprehension and production idea blocking,   Production blocking is a tendency for one individual or the group to block or inhibit other people’s creativity or idea generation which increases based on the size of the group.   Brainstorming sessions are typically productive if the leader and participants maintain a format and environment which entices idea generation, even if the idea seems very unrealistic at the time.  Brainstorming does not always yield direct results but it is an excellent team building exercise.   General guidelines for brainstorm sessions are:

• Focus on quantity:  Facilitate problem solving through the generation of multiple ideas and concepts.  The greater the number of ideas generated, the greater the chance of producing a radical and effective solution.  Narrow later.

• Limit criticism:  Criticism and direct negative comments should be reserved for a later stages of the process.   The intent is "There is no such thing as a bad idea", to create a supportive and positive atmosphere where participants feel free to explore and generate unusual ideas.

• Brilliant, Intuitive - unusual ideas are welcomed:  Be open to new ways of thinking and promote wild – far out solutions over regular ideas, looking from other perspectives or setting aside prejudges and assumptions.

• Combine, associate and expand:  Explore other markets and applications that may seem initially unrelated.  This technique leads to new more complex concepts than merely generating single ideas alone.   This process stimulates the generation of ideas and new associations by a process of association.

       A representative of WhiteLight Design will be happy to further explain or schedule a Brainstorming session with you and your team to leap-frog your business to the next level.