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Simple & Pragmatic Problem Solving
#65Chapter 6: Group Creative Option Generation• Group Creative OptionsCreative ThinkingGroup Mode45-90 min(Medium)

Brainstorming

From the book "Advanced Problem-Solving Toolbox: 115 Creative Plays" | Compiled & Edited by: Mojtaba Goudarzi, Open translation: Mehrshid Goudarzi
Executive Synopsis & Core Logic:

The most classic method of group idea generation (invented by Alex Osborne in 1953) based on 4 golden rules: suspend judgment, encourage bold ideas, focus on quantity, and combine each other's ideas.

Operational Parameters & Specifications

Category
Group Creative Options
Dominant Thinking
Creative
Participation
Group
Estimated TimeMedium
45-90 min
Medium
Input Format
Open problem statement, non-judgmental rules and dynamic energy of team members
Output Format
Idea generation
Key Application
Solving interdisciplinary issues, innovation in marketing campaigns, brand name design, and kick-off meetings of projects.
Core Differentiator:

Absolute separation of the idea generation phase from the evaluation and judgment phase, which removes the barrier of self-censorship in human interactions.

Quick Field Example:

Improved store customer service: Record more than 50 ideas in 30 minutes including loyalty club, instant feedback kiosk, in-shelf navigation app and dynamic shift.

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Creating synergy and collective motivation, generating a large volume of ideas in a short time, feeling shared ownership of the results by all members.

Risks & Potential Trade-offs:

The possibility of extroverts or senior managers dominating the meeting and silent members' opinions being sidelined in case of weakness of the facilitator.

Real-World Organizational & Industry Scenarios

Advertising agencies: ideation sessions for teaser scenarios and big campaign slogans with the presence of copywriters and designers.
Startup product development: free precipitation of initial product features in the pre-seed phase.
Organizational crisis management: immediate gathering of representatives of various departments to contain an acute operational challenge.

Strategic Rationale & Why to Apply

1Piggybacking: Hearing a raw idea from a colleague ignites an unrelated spark in another's mind.
2The law of quantity begets quality: among dozens of unconventional and ridiculous ideas, the purest innovations are born.
3Eliminating the fear of blame: The law of non-judgment creates a safe psychological environment where everyone has the courage to express their opinion.
4Enhancing team culture: Energetic brainstorming sessions strengthen the emotional bond and solidarity of the organization.

Conceptual Framework & Book Method Description

"Brainstorming" technique, which was introduced by Alex Osborn in 1953 in the book "Applied Imagination", is the most famous method of creative problem solving in the world.

The backbone of this technique is based on 4 immutable rules: 1) Criticism and judgment are strictly prohibited 2) Strange, unusual and even ridiculous ideas are welcomed 3) Quantity comes first (the goal is to reach more than 100 ideas) 4) Combining and developing the ideas of others is encouraged. The meeting is moderated by a neutral facilitator and a secretary records all ideas on the board without filter. The stage of evaluation and screening must be postponed to another session so that the analytical mind does not prevent the free birth of creativity.

Step-by-Step Real-World Implementation Scenario

Transforming the customer service experience in a chain store with a classic brainstorming session
1
Step 1: Clarify the Problem Statement and Establish Osborne's 4 LawsThe facilitator wrote the main question on the board: "How do we make the customer experience in the store amazing?" And reminded that no idea is stupid.
2
Step 2: Rapid flow of ideas without filterWithin 35 minutes, 65 ideas were recorded on the board: from the customer club and product search app to unconventional ideas such as "electric scooter to guide customers" and "live DJ during peak hours".
3
Step 3: Combine and develop each other's ideasAn employee gave the idea of ​​a "feedback kiosk"; Another linked it to "Instant Shopping Bin Sweepstakes with Invoice Scan."
4
Step 4: The end of the precipitation session and the time separation of the evaluation phaseThe first session ended with the registration of 65 ideas; The evaluation meeting was postponed to the next day so that fatigue does not hinder the decision.
5
Step 5: Matrix Screening and Brilliant ResultsOn the second day, the ideas were categorized into 3 priorities: 1) feedback kiosk with instant draw 2) personnel floating shift during peak hours 3) audio guide of shelves. Customer satisfaction grew by 42% within 6 weeks.

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Brainwriting
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