Page 136 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Observations on the Technique 101
CREATIVE
Research has found that brainstorming generates a much PROBLEM
greater number of ideas than normal group problem solv- SOLVING
ing. Its features of spontaneity, suspended judgment, and TECHNIQUES
absence of criticism promote an increase not only in the quan-
tity but also in the quality of new ideas. A typical idea gen- 121
eration session, being very intensive, should last no more
than thirty to forty minutes. Problem topics should be nar-
row, and no more than one topic should be covered in a ses-
sion. For example, don't try to name a product and figure
out a dfstribution system in thirty minutes.

Because the process appears simple, you may be tempted to
discount this method. Don't. Thousands of organizations
have used brainstorming successfully. I can personally at-
test to its worth, but must confess that I was a "doubting
Thomas" until I used it. You cannot imagine the synergism
resulting from this method unless you try it.

Biainstorming can be used for a wide diversity of problems,
including not only marketing and product issues but strat-
egy, planning, policy, organization, leadership, staffing, mo-
tivation, control, and communication. However, the process
is not particularly useful with broad and complex problems.
Some of the ideas produced may be of low quality or obvi-
ous generalities. Brainstorming is not successful in situa-
tions that require trial and error as opposed to judgment.
There are no apparent rewards for group members other than
the experience of participation and ownership. Group mem-
bers may not see the final solution implemented and may
therefore be reluctant to participate in further sessions.'
Nevertheless, brainstorming remains a solid technique for
generating creative ideas.

Experiences with the Process

Many organizations use brainstorming to solve a wide vari-
ety of problems. For example, International Paper Com-
pany (IP) has opened a Packaging Innovation Center in
Middletown, New York, to help its customers design the best
possible packages for their products. The IP center brings
customers together with IP's package designers, scientists,