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2216 : STEP FOUR – PLANNING FOR IMPLEMENTATION

include reverse brainstorming, force-field analysis and commitment
charting, which focuses particularly on the interpersonal blocks to
implementation. We discuss each technique in turn.

technique 1: reverse brainstorming As its name suggests,

reverse brainstorming follows the same process as conventional
brainstorming, except that it concentrates on obstacles and blocks.

Perverse though it may sound, it is important that the exercise is
carried out in a highly positive fashion which does not evaluate the
problems identified. The very act of articulating the problems may
make the exercise appear highly critical and negative – it should not be.
The exercise should be viewed as the opportunity for a highly creative
and legitimate exploration of what could go wrong, hence its
affectionate nickname of ‘bitching with attitude’.

confronting the fear of failure It is important to remember that the
more exhaustive the exercise, the more robust will be the platform for
generating solutions and increasing the likelihood of the venture’s
success. By proactively identifying problems and generating solutions,
you can start to overcome the debilitating effect created by fear of
failure which inevitably afflicts many start-up businesses.

by proactively identifying problems and
generating solutions, you can start to
overcome the debilitating effect created by
fear of failure

Given the positive intention of reverse brainstorming, it is important
that it is not confused with ‘blame-storming’, the term neatly coined by
Wired magazine to describe the exercise of harnessing group creativity
to identify multiple scapegoats for failure.

reverse brainstorming: step one The first step is to carry out a
brainstorming exercise on exactly the same basis as conventional
brainstorming, but focusing on elements which can block
implementation or simply go wrong.

Apply the same rules for divergent thinking as with conventional
brainstorming: go for quantity; piggy-back ideas wherever you can,
using ‘wild ideas’ as the spur to more practicable, yet still unexpected,