Never run out of ideas
A new brainstorming model may help your
employees think of the next big thing
THE father of modern business management, Peter Drucker, once
said: "The best way to predict the future is to create it."
In the highly competitive marketplace, companies
will have to constantly look for the best ideas to reduce costs,
increase their product offerings and meet the customer's
ever-changing demands.
Evidently, tbe team that is able to brainstorm
better and harness creativity within its organisation will become
more effective and successful than the rest. Therefore, getting the
right brainstorming techniques for the company is just as critical
as hiring the right individual to lead the company.
Alex Osborn, the originator of the term
"brainstorm", came up with four general rules he described in his
bestselling book, Applied Imagination. In order to brainstorm
better, Osborn said groups would have to focus on quantity,
withhold criticism, welcome unusual ideas, and combine and improve
ideas.
Throughout my corporate training experience in the
areas of creativity and mind mapping, I have introduced a new
brainstorming technique which has incorporated
all of Osborn's rules. Using this brain-based technique,
organisations can achieve 10 times the amount of ideas generated in
half the time they normally use.
Known as the IDEAS Brainstorm model, it follows the
five simple steps illustrated below. The ideal group size to
conduct the IDEAS Brainstorm model consists
of five people.
Step 1: Individual thinking
(7 minutes)
The first stage requires each member to quieten his mind and
focus on the topic to be brainstormed. Members do not engage in
verbal communication or discuss ideas with one another - this is to
withhold any criticism that may cancel ideas out. Using the Mind
Map format, every member will generate ideas quickly by writing the
keywords on each branch - a brain-friendly process known as idea
blooming.
Step 2: Deposit ideas (1
minute per member or 5 minutes' total duration for the
group)
With their Mind Maps drawn, members will take their turn and run
through their ideas within a specific time. At this stage, ideas
are being deposited with the group
because there should not be any elaboration or clarification
done.
Due to the Mind Map's connecting branches, the
others can start to connect the ideas deposited onto their own Mind
Maps - focusing on quantity and creating more new ideas.
Step 3: Elaborate on ideas (10
minutes)
Everyone can now discuss the list of ideas openly and elaborate
further. The aim is to welcome all types of ideas, even if they may
be unusual or unpractical.
These can be "seed" ideas that can combine with the
other ideas to form a better and practical solution. As a group,
they will pick the top three potentially good ideas which will then
be developed into feasible solutions.
A feasible solution here refers to something which
will improve the current situation using the least cost and
implemented in the shortest possible time.
Step 4: Apply to context (15
minutes)
The group will focus on applying the selected ideas in the
brainstorming context, which is to address the "how" question.
For example, if the brainstorm context is to
increase sales for the company and the selected idea is to go
online, the group will then describe how to set up the various
online channels to promote sales such as having an online
catalogue, e-payment, social media or search engine
advertising.
The aim is to go deeper into developing the
solution and substantiate it with clear benefits. At this stage,
the group will illustrate its recommended solutions by drawing the
Mind Map on a larger piece of flipchart paper.
Step 5: Showcase the solution
(3 minutes)
Depending on the required output, the group can showcase the
recommended solution to management for approval. The presentation
is done using the group's Mind Map which is visual and concise in
its branch-like associations.
The Mind Map also serves as good documentation for
future review, because it can capture all the other ideas generated
and describe the final solution proposed.
Conclusion
Using the IDEAS Brainstorm technique, organisations can
brainstorm much faster and expect a huge jump in the ideas
generated. With the quantity of ideas multiplied, it increases the
chance of finding a winning idea which can change the future of the
organisation.
Most importantly, no ideas are left out and
everyone gets to be involved in the creative brainstorming process.
Steve Jobs changed the future of Apple by creating the iPhone. You
too can change your future by creating it.
Article by
Eric Cheong, a Workforce Development Agency,certified trainer and
ThinkBuzan Instructor in Buzan Asia. He is responsible for
developing new business and partnerships in the region and has
successfully expanded the company's footprint in Guangzhou.
Malaysia and Hong Kong.
Recruit, The Straits Times, Thursday, August 21, 2014, Pg
C22