Among the many methods for generating ideas and developing creative thinking, the brainstorming method (another name) stands out. It is very popular all over the world. Using the method allows you to find solutions complex tasks and helps to unleash personal potential. As a rule, the method is used in large teams at meetings when it becomes necessary to find the optimal solution to a particular problem.

The method was developed in 1930. Its author is the American scientist Alex Osborne. He offered his methodology to the heads of enterprises with the aim of the most effective planning entrepreneurial activity. In 1953, A. Osborne published a book "Guided Imagination", the author described the techniques he developed, and which quickly gained popularity among enterprise managers. Many large businessmen respect the method and practice it with success, noting at the same time an increase in labor efficiency, an increase in profits, and the emergence of a large number of new, interesting ideas.

The essence of the method is as follows: employees and managers of the enterprise get together. They are given a task that needs to be solved. Each member of the group can offer his own solutions, put forward hypotheses, make assumptions, discuss the results, challenge the proposals of other members. New ideas and suggestions start to emerge during the process.

Alex Osborne

The creation of A. Osborne's method was prompted by the situation that arose at the enterprise where he worked. The company faced the problem of a lack of creative ideas, although there was sufficient intellectual and creative potential. The scientist began to understand the problem and came to the conclusion that the reason for this situation is the closed nature of the development and adoption of managerial decisions, since only experienced specialists are involved in this process. But their train of thought, as a rule, is stereotyped, although they themselves do not notice it. The rest of the employees who do not have the relevant specialization do not participate in the search for solutions. Osborne suggested that non-specialists who might come up with non-standard ideas be allowed into the discussion process. He also divided the process of working on a problem into two stages: proposing ideas and analyzing and selecting them. Osborne considered the absence of restrictions in the creative activity of the participants an important condition for the discussion. This is how the brainstorming method was born.

Types of brainstorming

There are several types of brainstorming: forward, backward, shadow, and individual.

• Direct brainstorming is the most common form of the method and is used to quick solution actual problem. She is suitable for discussing the most important issues related to the development of the enterprise, the introduction of new projects, etc. Adding an element to regular planning meetings and meetings business game allows you to unleash the intellectual potential of employees. In addition, this method improves the psychological climate in the team.
• Reverse brainstorming is effective when a previously made decision was untenable and an urgent need to come up with another. During the discussion, participants should actively challenge each other's ideas. Disputes and entry into controversy are welcome. Reverse brainstorming can be used to overcome intractable inconsistencies that require extensive intervention. Participants in the discussion can express any proposals without restrictions. This approach is very effective.
• Shadow brainstorming is designed for people who cannot be creative in a team. To implement the method, the group of participants is divided into two subgroups. One subgroup is actively discussing, presenting ideas and challenging them. Another subgroup does not accept active participation in the discussion, and plays the role of observers. Each participant of the second subgroup writes on paper the ideas that arise in his head under the influence of the work of the active group. The list of ideas invented by both the active and the shadow group is passed on to the experts for evaluation, refinement and further development.
• An individual brainstorming session is suitable for a person in a professional or creative crisis. Reception is perfect for activating ideas not only in a team, but also in an individual. During an individual approach, a person conducts a dialogue with himself, puts forward a variety of ideas, and evaluates them himself. This method works quite effectively and helps to overcome the creative crisis. It can be used as a decision-making method in a time-limited environment.

How the method is implemented in practice

All work is done in three stages:

1. Preparatory stage. At this stage, preparations are made for a brainstorming session. First of all, a leader of the group is selected, who must formulate the tasks and goals of the method, select participants for subsequent stages and solve all organizational issues. Participants in the discussion are divided into two groups: "generators" and "analysts". The first group includes active employees with developed creative thinking. The second group includes experts who are well versed in the topic of discussion. They evaluate the ideas put forward by the first group. In some cases, a third, additional group is created - "counterday generators".
2. The main stage (generating ideas). The main stage of work lasts approximately 15-20 minutes. At this time, there is an active search for ideas. The entire brainstorming process takes 1.5-2 hours. All ideas put forward by group members are carefully recorded. During the generation process, the group leader supports the participants in every possible way, trying to maximize their creative thinking. He can give examples of the craziest ideas to nudge others into the process.
3. The final stage (summing up). At this stage, the collected proposals are presented to a group of "analysts" for analysis, systematization and assessment of their viability. The selection of the most interesting and constructive options is carried out and a list of them is drawn up.

Brainstorming rules

The optimal number of participants is 6-12 people. It is good if the group includes not only experienced employees, but also young people who do not yet have rigid stereotypes of thinking. Groups should be mixed and consist of men and women. It is necessary to try to ensure that the difference in age and service status of the participants is not too large. Sometimes it is recommended to introduce new people to the groups who can bring fresh, non-standard ideas.

The number of active and moderate members in the group should be approximately the same. To conduct a brainstorming session, you need to choose a separate room or meeting room where nothing will interfere with the process. The most convenient way is to have a round table discussion.

The leader should try to create a relaxed environment that will allow the participants to feel at ease. To do this, you can use humor and other techniques. All ideas need to be recorded on paper or recorded on a dictaphone.

The leader also takes part in the idea generation process. The task of the leader is to free group members from stereotyped thinking and push them to creative search. Often, the process of generating ideas among the participants in the discussion continues after the end of the meeting. In this case, the leader should gather the group in a few days and record the ideas they came up with.

Conditions for a Successful Brainstorming

During the discussion, criticism of the ideas put forward is not allowed. Even the most fantastic and unusual idea should be written down. This helps to activate the thinking of the group members. Participants should try to come up with as many proposals as possible.

The essence of the brainstorming method is to rid the participants of thought patterns and make them think outside the box. Only in this case will the method be effective. It is not the quality of ideas that matters, but their quantity. In total, in 20 minutes of work, a group can create about 100 ideas. With a competent organization of the process, a higher result is also possible - 200-250 ideas.

All ideas are recorded so that the participants in the discussion can see them. It is most convenient to write them down with markers on large sheets of paper or on a special board. After all the ideas have been collected and written down, the group members need to be given a break so that they can take a break from the mental work. At this stage, work on the task often continues on an unconscious level and a reorganization of ideas may occur.

Advantages and disadvantages of the method

The brainstorming method, like any method of generating ideas, has a number of advantages and disadvantages.

Dignity :

• creative thinking is activated;
• The brainstorming process brings group members closer together and teaches them to work effectively in a team;
• the process of searching for ideas eliminates laziness, stereotyped thinking, passivity, pushing even the most inactive members to the creative process;
• the method is easy to use, its rules are easy to understand for all participants in the process, in addition, its implementation does not require special equipment and conditions.

Flaws :

• by encouraging any, even the most fantastic ideas, group members can get away from the real problem;
• among the options put forward, it can be difficult to find a truly practical option;
• the most experienced and active participants can begin to claim leadership and try to promote their ideas as the most productive.

The use of the brainstorming method will help the leader unleash the intellectual potential of his subordinates and direct him to the search for new, creative ideas that can improve the efficiency of production.

The essence of the brainstorming method is that a group of qualified experts is selected, but assessments and conclusions are made during the meeting. All experts are divided into two groups: the first generates ideas (grades), and the second analyzes them. At the same time, it is forbidden to criticize this or that idea. An idea that most experts agree with and is considered correct.

Brainstorming method:

• sufficiently prompt and reliable;
• this is a maximum of ideas in a short period of time;
• it is the absence of any criticism;
• it is the development, combination and modification of both one's own and others' ideas.

This method is specially designed to get the maximum number of offers. Its effectiveness is amazing: 6 people can put forward 150 ideas in half an hour. A conventional design team would never have thought that the problem they were looking at had such a variety of aspects.

Brainstorming technique

The brainstorming technique is as follows. Gathers a group of individuals selected to generate alternatives. The main principle of selection is diversity, qualifications, experience (this principle allows you to expand the fund of a priori information that the group has). It is reported that all ideas that have arisen both individually and by association when listening to the proposals of other participants are welcome, including those that only partially improve other people's ideas (it is recommended to write down each idea on a separate card). Any criticism is strictly prohibited - this is the most important condition for brainstorming: the very possibility of criticism inhibits the imagination. Each one in turn reads out his idea, the rest listen and write on cards new thoughts that arose under the influence of what they heard. Then all the cards are collected, sorted and analyzed, usually by another group of experts.

The number of alternatives can subsequently be significantly increased by combining the generated ideas. Among the ideas obtained as a result of brainstorming, there may be many stupid and unrealizable, but stupid ideas are then easily excluded by subsequent criticism.

Brainstorming conditions and techniques

Participant categories

• There are no hard restrictions, but it is better to include workers with relatively little work experience in the group - they do not yet have developed stereotypes.
• When solving specific problems, it is necessary to invite specialists (but they will be invited, not participants).
• Mixed groups (men and women) are recommended. As a rule, having representatives of different genders enlivens the atmosphere of work.
• When conducting a brainstorming session, it is desirable that the number of active and moderate members of the group is approximately equal.
• It is necessary that the age difference, official position between group members was minimal. The presence of superiors also inhibits and limits the course of the brainstorming process.
• It is not recommended to invite a skeptical leader to brainstorm, even if he is participating in the role of an observer.
• It is advisable from time to time to introduce new people to the group, new people bring new views, ideas that stimulate thinking.

Number of participants:

• The optimal composition of the group is from 6 to 12 people. The optimal number of participants is 7.
• It is not recommended to divide group members into smaller ones (2 or more).
• The number of people in a group also depends on the number of active and moderate members in it. If there are more active people, then the number of people in the group should be less, more moderate - on the contrary.

Setting, venue

• For brainstorming, it is advisable to use the venue in an auditorium or a separate room, away from extraneous noise. It is recommended to hang a poster on the wall with the basic rules of brainstorming.
• It is desirable to have a board that participants can use to display their ideas. We recommend placing tables and chairs in the form of the letter P, O, a circle or a semi-ellipse. This facilitates the contact of the participants and increases communication skills. If the group is small (5 - 6 people), a round table is most convenient.
• It is desirable to have a tape recorder: a person may not have time to grasp the idea and miss it.
• Remember that humor is essential during the meeting. This contributes to the creation of a relaxed atmosphere and a creative atmosphere.

Duration and timing

• Typically, the duration of the brainstorming session and the time ranges from 40 to 60 minutes. This is the most efficient time frame.
• When solving simple problems or when there is a time limit, the most appropriate discussion duration is 10-15 minutes.
• The most appropriate time for brainstorming is in the morning (from 10:00 to 12:00), but you can also do it in the afternoon (from 14:00 to 18:00).

Types of Problems Solved by Brainstorming

• The brainstorming method allows you to solve any problem that can be solved by a method that has several possible solutions. Brainstorming problems with only one answer or a limited number of possible solutions are not suitable for this method.
• It is also necessary to avoid solving too general, abstract problems.
• Recommended to avoid complete solution problems in one session. If the initial statement is too broad and generalized, it should be subdivided into a number of subproblems.
• The brainstorming method can be successfully used to collect information, not ideas, that is, to find out sources or formulate questions in a questionnaire.
• It is recommended to formulate problems for discussion simply and clearly.

Voicing the problem

• The topic of brainstorming is revealed to the participants in advance, a few days before the discussion. In this case, the moderator (chairman) presents a summary of the topic or problem (up to 5 minutes, half a page in length), distributes it to the participants in advance.
• Familiarizing the participants of the brainstorming session with the topic or problem directly during the brainstorming session.
• There is also a mixed way of presenting a topic or problem for a brainstorming session. That is, partial, rather than complete, information on the problem is reported in advance.

• Show or illustrate the way a problem or situation develops. If possible, it is better graphically.
• Provide recommendations on the selection of the main points of contact. Use charts, models, and whatever is best for this purpose. It is desirable to show and explain all this simply and clearly.
• Summarize the existing points of view, show their advantages and disadvantages. Re-emphasize the need for a solution.

The role of the leader (leader)

• The main functions of the leader are to inform all participants about the rules of the brainstorming, in (the leader) control over their observance, as well as in general control over the discussion so that it remains within the framework or boundaries of the topic or problem being discussed.
• It is important that the leader himself is involved in generating ideas. At the same time, it must act as a stimulator or catalyst in the event of a slowdown in the generation of ideas. A good leader usually needs to have a list of possible solutions to a problem ahead of time.
• The role of the leader is also to select the participants for the brainstorming session at least 2 days before the brainstorming session.
• An effective leader continually throws up wild and reckless ideas and suggestions to demonstrate that they are encouraged.
• Sometimes it happens that it is difficult for a group of participants to get rid of traditional approaches and stereotypes in solving a problem. In this case, we recommend using a little trick: the leader stops the brainstorming process and introduces restrictions: within 2-3 minutes, offer only impractical, most unusual ideas.
• It often happens that participants continue to generate interesting ideas after the meeting. In this case, the task of the leader is to assemble the group in a few days and document these ideas.

Evaluating ideas

• Criteria must be selected to evaluate ideas. Evaluation criteria can be relevance, practical implementation, self-solvability, novelty, etc.
• Ideas can be evaluated by the same or a different composition team. If the assessment is carried out by the same group of participants, then, as a rule, it will be done after a few days.

Brainstorming rules

Rule 1: Any criticism of ideas expressed during the brainstorming session is prohibited.

The principle of brainstorming is to prioritize the quantity of ideas expressed over their quality. The ideas expressed by the participants, even the craziest ones, can serve as a starting point for the development of the thought process of other participants. This is the advantage of collective thinking over individual. Any, even the smallest, assessment of the expressed idea can affect the entire process of brainstorming. It will be successful if each participant directs their efforts in a constructive direction.

Rule 2: Free flight of thoughts and encouragement of the craziest ideas

The purpose of brainstorming, as a collective creative process, is to search for non-standard, non-traditional ideas. Otherwise, this process can turn into an ordinary meeting, at which, more often than not, standard ideas and solutions are proposed and discussed, which are not always effective and efficient.

For the emergence of creative ideas, a certain attitude is necessary when thoughts rush freely in our head. This state is characterized by the inclusion of our subconscious in the work. For such a mood to appear, the participants in the brainstorming session should

conduct a special warm-up with tasks for analysis and synthesis, associative links, etc.

When expressing their ideas, participants need to remember that it does not matter at all whether they are applicable in practice or not, one way or another, many of them, perhaps, will help to find an effective solution.

Rule 3: Submit as many ideas as possible

As already mentioned, for brainstorming, the quantity of ideas expressed is more important than their quality. Since participants must (and can) generate ideas within a short limited time, they must learn to use ideas already expressed by other participants for quick thinking and proposing new ones.

In the practice of such groups, it can be noted that the purpose of a brainstorming session is to put forward more than 100 ideas in 20 minutes. The most productive (successful) brainstorming session is one that suggests 200 to 250 ideas in 20 minutes.

Rule 4: Mandatory Commitment to All Ideas

During the brainstorming session, every idea should be recorded, even if it is repeated. All group members need to see all the captured ideas, so you should prepare for this in advance.

Typically, ideas are written in markers on large sheets of paper. It is better to hang them in advance, before the start of the brainstorming session and place them on the walls in such a way that they are clearly visible to each participant.

Rule 5: Incubating Ideas

After all the ideas are expressed and recorded, it takes time to think over and evaluate them. Why is this stage needed? The fact is that the incubation period allows a person to recover from the fatigue associated with solving a problem. Taking a break from a difficult problem also allows you to forget inappropriate approaches to it.

Functional fixation can interfere with the solution of the problem, and it is possible that during the incubation period a person forgets old and unsuccessful ways to solve it. Experience shows that during the incubation period, a person continues to work on a task unconsciously. In addition, material reorganization may occur during a break in the problem solving process.

Brainstorming steps

Having studied the rules of brainstorming, you can now pay attention to the individual stages of a successful brainstorming and evaluation of ideas after their "incubation".

Stage 1

The leader should familiarize the group members with the rules of brainstorming. The best practice is to write these rules on a poster and hang it on the wall at each group meeting so that it is clearly visible to all participants.

Stage 2

For a successful brainstorming session, participants need to be creative. The leader conducts a warm-up with the participants, deciding different tasks on associative thinking, analysis and synthesis, etc. It is best for employees who are members of a permanent team to constantly develop their creative abilities.

Then it is recommended to do a brainstorming rehearsal. The group needs to choose a problem (better than an everyday one), in the solution of which each of the participants is to some extent competent, and conduct a short brainstorming session (warm-up) in order to reorganize thinking into a creative process.

Do this always, because it only seems that everyone can easily get involved in the work, but in reality this does not happen!

The wording of the problems for the warm-up is given in Appendix 1.

Stage 3

The group members should prepare for the brainstorming session by hanging large sheets of paper on the walls on which the incoming ideas will be recorded. At the same time, it must be remembered that at a fast pace of putting forward ideas, difficulties may arise in the need to fix them on paper. In this case, 2-3 people can fix ideas in turn. You can also accept the following conditions: participants write down their ideas on a small sheet of paper and express them in turn at the request of the moderator.

Stage 4

1. The problem has already been formulated, but its definition is too general, requiring clarification. In this case, the original wording should be placed as a heading on a large sheet of paper.
2. The group does not know what problem it will be working on, but in this case it is necessary to try to formulate a general direction of the search. In this case, it is best to start the general heading like this: "How can we ..." and then finish the phrase (something to transform, improve, etc.). After the final choice of the topic, its definition in the form of a heading is also placed on a large sheet of paper.

Stage 5

The process of coming up with ideas can take place in different ways. There are many different brainstorming techniques, some of which are described later in this chapter. But in different types of brainstorming, there are usually two approaches to the process of coming up with ideas.

1 approach. Participants can present ideas one by one, in a specific order. Usually the leader invites the next member of the group to speak. If one of the participants does not know what to offer, then he says: "I miss" and the right to speak goes to the next participant. The leader (or a specially assigned group member) records the ideas expressed on large sheets of paper. Participants are encouraged to record their ideas on small sheets of paper so as not to forget them while he is waiting for his turn to speak. In this case, ideas come streamlined and easy to capture. In addition, all members of the group participate in the process.

2 approach. The second approach is haphazard, since each member of the group can express their ideas at any time. In this case, ideas are expressed freely and naturally, but there is a great difficulty in fixing ideas. In this case, you can increase the number of people who will capture ideas (usually 2 - 3 people). The disadvantage of this approach is that this approach does not stimulate the direction of thought and does not guarantee the involvement of all participants in the process of putting forward ideas.

Stage 6

After all the ideas are fixed, it takes time to think over and evaluate them. After the brainstorming session, the group members are encouraged to part ways for at least a week to reflect on all the ideas they have expressed.

It is best to post the idea sheets in a prominent place where group members can see them at all times. In addition, to the discussion of ideas expressed during the brainstorming session, other employees of the enterprise add their ideas to the posted sheets (brainstorming on the board).

Then, after some time (usually a week), the group members conduct a new brainstorming session on the list of ideas compiled at the previous meeting.

Stage 7

It initiates the evaluation process. This usually happens at the next group meeting. The best way organize the evaluation of ideas from a list - this is to group them by topic before some proposals are rejected as unrealistic. Once you have a list of ideas grouped by topic, you should consider each one to identify best ideas that can be quickly and easily implemented.

Further actions of the group depend on the subject of the brainstorming session. If the goal was to identify the problem to be worked on, then the group should choose a main topic and then focus on ideas related to it to identify the most appropriate ones to consider. Alternatively, if, as a result of brainstorming, the group has received a set of possible solutions to a problem, then the next step will be to analyze them using the Pareto method (see Chapter 8) to identify one or two of the most suitable options. The Pareto principle can also be used to scrutinize ideas when making accurate decisions.

Methods based on the principle (technology) of brainstorming

Brainwriting

This technique is based on a brainstorming technique, but the group members do not express their proposals aloud, but in writing. They write their ideas on slips of paper and then exchange them with each other. The neighbor's idea becomes a stimulus for a new idea, which is included in the resulting sheet. The group again exchanges sheets, and this continues for a certain time (no more than 15 minutes).

The rules of brainstorming also apply to recording thoughts: strive for more ideas, not criticize the proposals put forward until the end of the class, encourage "free association".

Let's look at an example.

The managers of the perfume company decided to apply the method of recording thoughts in search of innovative ideas for business development. Each meeting participant wrote down their idea on a piece of paper and exchanged with a neighbor. One of the managers thought about producing a new brand of soap and detergent, while another listed a proposal to develop a new line for the production of shampoo and hair conditioner. Well, and the third, when he got this leaflet with these two ideas, he combined them and proposed to create a unique product: soap, shampoo and conditioner in one bottle.

Brainstorming on the board

In work rooms, you can hang a special board on the wall, an attack on the board so that employees place sheets on it with notes of those creative ideas that come to them during the working day. Hang this board in a conspicuous place. In the center of it should be written - in large bright (multi-colored) letters - the problem to be solved. Anyone with an interesting idea that can help solve this problem can pin a piece of paper with an idea on the board.

Japanese Brainstorming

This technique, developed by the Japanese Kobayashi and Kawakita, is based on the awareness of the need for a common approach for all group members to define and solve a problem. This technique is also sometimes called "Rice Hail".

1) Defining the problem

• The team leader lists all concepts related to the topic (eg, sales, costs, distribution services, competition).
• Each of the participants writes down factors related to the problematic on the cards - one fact per card. The facts must be meaningful and directly relevant to the topic under study.
• The facilitator collects and redistributes the cards so that no one gets the old ones.
• Group members choose those cards that are associated with the statement offered to their attention. A set is made up of these cards.
• The facilitator reads out the content of one of the cards.
• The group gives the set a name that reflects, by all accounts, the essence of all the facts presented in the set. The name must meet the following requirements: its meaning must be derived from a set of facts, it must not be too general, it must not be a simple listing of facts from a set. By giving the set a name, the group summarizes all the facts at their disposal and then draws from them the essence of the problem.

• The group members put together the rest of the facts - each under its own name. Then all the sets are added to one, which the group gives a name that reflects the essence of the final set.

This final complex set will be as close as possible to the essence of the problem and its definition. Perhaps the keywords should be rearranged to create a clear and distinct definition of the problem.

When a common understanding of the task appears in the group, the positions of the participants converge; everyone present agrees with the definition of the problem; in the process of joint discussion, the group members begin to feel a "feeling of being united".

2) Solving the problem

• Each participant writes down their solutions to solve the problem on separate cards - one option on each card, the number of options is not limited.
• The group leader collects and redistributes the cards so that no one gets the old ones.
• Participants select cards associated with this solution option. When all offers are selected, they are grouped.
• The host reads out one of the options.
• The set is given a name. In the course of further discussion, the remaining proposals are also combined into sets of options for solving the problem, and from them the final set is already drawn up. This set should contain the essence of all proposed solutions.

The title of the final set should express the essence of all sentences. The facilitator asks the group a question: "What unites all the proposed ideas?" Finding an answer will generate many thoughts, and the facilitator will be able to select and group the most interesting ones.

Multi-stage (cascade) brainstorming

In this case, all participants in the meetings (meetings) are divided into two groups: the "idea generation group" and the "evaluation group". It is desirable that the "idea generation group" consists of people of equal rank. This group includes highly erudite brainstorming employees who are prone to imagination, but clearly understand the essence of the task before them. Of great importance is the approximate equality of the members of the group by temperament. The optimal number of members of the "idea generation group" aimed at solving a problem of average complexity is 10 people.

The "assessment group" includes people with a critical mindset. The presence of the authorities with certain powers is obligatory here. This is necessary in order for a positive assessment of a particular idea to have a real basis for its implementation.

Both groups should have leaders who are extraordinarily important. This is the conductor of the "synthetic brain". A lot depends on his erudition, tact, ability to "turn on" the members of the group. It should be noted that the problem of selecting both groups is very important and complex. Let's formulate the main stages of a multistage brainstorming.

Stage 1 "Exploration". The first brainstorming session is held, where the first ideas are put forward by the “idea generation group”. This stage is seen as the stage of generating ideas.

Stage 2 "Contradicting". At this stage, the participants continue to put forward ideas, but one restriction is imposed on their statements about the problem: the same problem must be solved without resorting to the proposals already made. Ideas opposite to those previously expressed are encouraged and supported.

As a result of the implementation of this approach, two opposite lists of proposals for solving the problem are drawn up. In total, they contain a maximum of proposals and counter-proposals. The greatest effect is obtained when the participants in the brainstorming session at the first and second stages are different people: emphasizing the need to “not touch” previously received proposals that appear to be dead-end, the moderator does not prohibit their use.

Stage 3 "Synthesis". At this stage, the “assessment team” is involved in the discussion. She combines in one system the proposals made during the first and second discussions, and develops solutions.

Stage 4 "Forecast". On the basis of the "synthetic" list of ideas, it is proposed to predict the possibilities and difficulties arising from the solution.

Stage 5 "Generalization". The point of this stage is to generalize the ideas received, to reduce their diversity to a small number of principles.

Stage 6 "Destruction". This stage is carried out in order to check the obtained results "for strength". Its task is to "crush" sentences from various positions: logical, factual, social. At the same time, criticism is permissible only in relation to the formulated ideas, but not to each other. To increase the efficiency of this stage, it is necessary to form a group of different qualities in an intellectual and professional respect; ensure the administrative and legal independence of its members from the organizers of the development; do not name the authors of ideas.

After all the stages have been completed, the final decision is made. However, it should be noted that the technique does not replace either talent, knowledge or experience of people, it only multiplies their thoughts. The atmosphere of emotional uplift, which is created by collective thinking, helps to reveal the deep creative reserves of the human personality.

polemikos - militant hostile One of the most well-known and widely used methods of finding ideas through the creative collaboration of a group of specialists is the method of brainstorming. One of the most well-known and widely used methods of finding ideas through the creative collaboration of a group of specialists is the brainstorming method. Its essence lies in the fact that when making a collective decision, two main tasks are solved: generating new ideas regarding possible options for the development of the process, analysis and assessment ...

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PAGE 3

Introduction ……………………………………………………………………… ... 3

1. The history of the origin of the brain attack …………………………………… ..5

2. The concept and essence of the "brainstorming" method ……………………………… .8

3. The method of brainstorming and its modification ………………………………… .10

4. Advantages and disadvantages of the "brainstorming" method ……………………… .20

5. Peculiarities of application of the method of "brainstorming" in a food enterprise ............................................. 22

Conclusion ……………………………………………………………………… .27

References ……………………………………………………………… 28

Introduction

The exchange of views on controversial issues has a long tradition in the history of mankind (remember ancient Greece, India). Literary monuments related to the discussion have survived to this day. controversial issues(for example, "The Art of Arguing" by Protagoras, the works of the sophists) and which served as the fundamental principle of dialectics - science to conduct a conversation, argue, develop a theory. The very word discussion (from the Latin discussio - research) contains an indication that this is a method of scientific knowledge, and not just disputes (for comparison: polemics, from the Greek polemikos - belligerent, hostile)

1. History of the origin of brainstorming

When developing corporate knowledge management systems, the most bottleneck- not a programmatic aspect, as many think, but the task of extracting, formulating, structuring and presenting information, i.e. data and knowledge. Group methods actively help in extracting the necessary information and knowledge.

The main advantage of group methods is the possibility of simultaneous "absorption" of knowledge from several enterprise specialists or experts, whose interaction introduces an element of fundamental novelty into this process: individual or personal knowledge, different views and positions significantly enrich the general field of knowledge. However, it should be noted that these methods are much more laborious and expensive than individual ones, due to the complexity of their organization.

Active group methods are usually used as a kind of hot seasoning at the stage of knowledge extraction, by themselves they cannot serve as a source of more or less complete knowledge. They are used as an addition to traditional individual methods (observations, interviews, etc.), for the sake of enhancing the thinking and behavior of enterprise specialists.

The exchange of views on controversial issues has a long tradition in the history of mankind (remember ancient Greece, India). To this day, literary monuments have survived related to the discussion of controversial issues (for example, "The Art of Arguing" by Protagoras, the works of the Sophists) and served as the fundamental principle of dialectics - the science of conducting a conversation, arguing, developing a theory. The very word discussion (from the Latin discussio - research) contains an indication that this is a method of scientific knowledge, and not just disputes (for comparison: polemics, from the Greek polemikos - belligerent, hostile).

One of the most famous and widely used methods of finding ideas through the creative collaboration of a group of specialists is the brainstorming method. As a single brain, the group tries by storm to overcome the difficulty that prevents the solution of the problem in question.

"Brainstorming" or "brainstorming" is one of the most common methods of liberation and activation of thinking.

This is the most ancient method, it appeared in the XVI-XVII centuries - during the heyday of daring sea voyages. At this time, in maritime practice, a procedure was developed for the case when a ship suffers an accident or disaster. In such extreme situations, the captain of the ship (or the surviving senior in position) conducts a short ship council with the rest of the crew, at which everyone must express their proposals for eliminating the difficulties and dangers that have arisen. At the same time, a strict order of speakers was observed. At first, cabin boys and junior sailors spoke, then senior sailors, etc., up to the captain. This procedure stimulated the thinking of older and more experienced people who came up with more sensible and acceptable ideas.

Modern methods of brainstorming (brainstorming) originated and were developed in the USA. Their founder is considered the naval officer A. Osborne, who during the Second World War was the captain of a small transport ship. Once a ship under his command was carrying cargo to Europe and found itself without reliable protection and cover. At this time, a radio message was received about the imminent attack by German submarines. A. Osborne gathered everyone on the deck, announced the impending attack and asked everyone to think and express their views on what needs to be done to prevent the death of the ship, which did not have effective means of protection. One of the sailors said that the whole team needed to stand along the side, to which the torpedo would be approaching, to blow on the torpedo in unison and "blow it to the side."

This time the encounter with the submarines was not fatal. However, the ridiculous absurd idea expressed by the sailor turned out to be fruitful. When the ship returned to its base, A. Osborne, according to the sketches developed on the way, made a fan creating a powerful directed stream of water, and with this fan, on one of the voyages, he really "kicked" the torpedo from the side.

After the war, A. Osborne began a detailed study of the method. His book "Applied Imagination" formed the basis of lecture courses in many universities, research institutes and industrial companies in the United States.

2. The concept and essence of the "brainstorming" method

"The brainstorming method implies obtaining a solution as a product of the collective creativity of specialists during a meeting held according to certain rules, and the subsequent detailed analysis of its results." Its essence lies in the fact that when making a collective decision, two main tasks are solved:

Generating new ideas regarding possible options for the development of the process

Analysis and evaluation of ideas put forward

In the context of brainstorming, a means of removing so-called barriers is a discussion that helps to release creative energy and, by including people in interactive communication, involve them in an active search for solutions to the problem posed.

Brain attack is, in fact, the most free form of discussion. The main function of this technology is to provide the process of generating ideas, without their critical analysis and discussion by the participants.

The success of a brainstorming session depends on adhering to two main principles. One of them lies in the field of the theory of synergetics.

It consists in the following: during joint discussion, ideas of a higher quality appear than during the individual work of the same people. This is due to the fact that an idea, which in itself can be rejected due to insufficient substantiation or impracticality, is being finalized by joint efforts, thought out by others and thereby improved, becomes more and more constructive and suitable for implementation.

The second principle is that if the participants in the meeting are in a state of generating people, then the process of creative thinking prevailing at this moment cannot be hampered by a premature subjective assessment of these ideas. This is the fundamental difference between brainstorming and any other technology.

3. Brainstorming method and its modifications

There are many types of brainstorming, most of which can be used in business meetings to solve professional problems. These include: Reverse, Shadow and Combined Brainstorming, Brainwriting, Individual Brainstorming, Chalkboard Brainstorming, Solo Brainstorming, Visual Brainstorming, Japanese Brainstorming. Let's consider the characteristics of the listed technologies.

1) reverse brainstorming

It is preferable to use it when creating a new improved sample, new service or developing a new idea when two creative tasks are being solved:

· Identification of the maximum number of shortcomings in existing products, services, ideas;

· Maximum elimination of these shortcomings in a newly developed product or service.

"The goal of brainstorming is to compile the most complete list of shortcomings of the object or idea in question, which are subject to unrestricted criticism."

As a result of a reverse brainstorming, the most complete list of shortcomings, defects and potential problems in the object under consideration is compiled, shortcomings and operational difficulties are predicted for 10-20 years in advance, so that the resulting list of shortcomings ensures the longest competitiveness of the objects.

2 shadow brainstorming

Not every person can engage in creative activity in the presence and with the active intervention of outsiders. In this regard, when conducting a brainstorming session at a business meeting, it may be advisable for some of the idea generators to provide conditions for simultaneous presence and absence. It is possible to resolve these contradictions with the help of shadow brainstorming.

The session is conducted by two subgroups of idea generators. One of them - the generators themselves - call ideas out loud, subject to the conditions of criticism. Another subgroup - the shadow one - monitors the progress of the generators, but does not directly participate in the discussion. Each participant writes down their ideas arising from the discussion conducted by an active subgroup.

The list of ideas put forward by the generators and lists of solutions proposed by all participants of the shadow subgroup are transferred after the end of the session to a group of experts whose task is not only to evaluate ideas, but also to develop them, combine, i.e. the creative process in this group enters a new phase.

3. Combined brainstorming

The above methods of direct (or shadow) and reverse brainstorming can be used together in various combinations.

Double direct brainstorming consists in the fact that after the direct brainstorming, a break is made for 2-3 days, after which it is repeated again. During a break, a powerful apparatus for solving creative problems - a person's subconsciousness, synthesizing unexpected fundamental ideas - is included in the work of the specialists participating in the business meeting.

Conversely, direct brainstorming is usually used to predict the development of brainstorming. First, using a reverse brainstorming, they identify all the shortcomings and weaknesses, poorly developed or insufficiently substantiated aspects of an existing object, ideas and highlight the main ones among them. Then they carry out a reverse brain attack with the aim of eliminating the identified main shortcomings and develop a draft of a fundamentally new solution. In order to increase the time for forecasting, this cycle should be repeated.

4. Brainwriting

This technique is based on a brainstorming technique, but the group members do not express their proposals aloud, but in writing. They write their ideas on slips of paper and then exchange them with each other. The neighbor's idea becomes a stimulus for a new idea, which is included in the resulting sheet. The group exchanges leaflets for 15 minutes.

5. Individual brainstorming

This method, in essence, does not differ from the collective brainstorming method and is carried out according to the same rules. The only difference is that the session is performed by one specialist. He generates ideas himself, registers them himself, often evaluates his ideas himself. The duration of the session should not exceed 3-10 minutes. All the ideas that have arisen are necessarily fixed on paper. The author should not start assessing them immediately, but after some time, for example, after a week.

To successfully use an individual brainstorming, you must learn to ask yourself questions with possible alternative answers.

6. Brainstorming on the board

In a special room where a business meeting is held, it is necessary to hang a special board on the wall so that employees place sheets on it with notes of those creative ideas that come to their minds during the working day. This board should be hung where it is most conspicuous. In the center of it should be written - in large bright (multi-colored) letters - the problem to be solved.

7. Solo Brainstorming

This technology can be used both in teamwork and individually. If one of the specialists wants to use the brainstorming technique on their own, then it is better to create a special card index for their ideas. Absolutely all ideas deserve to be entered into the card index - successful, not very successful, or even completely seeming absurd or empty. Then you need to sort out all your ideas, add something, improve and summarize, choosing those thoughts that will optimally contribute to achieving the goal, solving the problem.

8. Visual brainstorming

As a rule, ideas appear quickly, one after another, and a sketch made at the moment of the idea's birth will allow not only to fix a successful thought, but also not to lose the pace in the process of thinking.

Basic principles of visual brainstorming:

Speed ​​and flexibility of thinking

No premature criticism

· Fast reaction

9. Japanese Brainstorming

There is also a Japanese (ring) decision-making system - "kingisho", the essence of which is that a draft innovation is being prepared for consideration. It is handed over for discussion to persons according to the list drawn up by the leader. Everyone should consider the proposed solution and give their comments in writing. This is followed by a meeting. As a rule, those specialists are invited whose opinion is not entirely clear to the manager. Experts choose their solution according to individual preferences. And if they do not coincide, then a preference vector arises, which is determined using one of the following principles:

b) dictator - the opinion of one person is taken as a basis.

This principle is typical for military organizations, as well as for decision-making in emergency situations;

c) the Cournot principle is used when there are no coalitions, i.e. the number of solutions is proposed equal to the number of experts.

d) the Pareto principle is used when making decisions when all experts form a single whole, one coalition.

e) Edgeworth's principle is used in the event that a group consists of several coalitions, each of which is not profitable to reverse its decision.

A further development of the brainstorming method is synectics or "synectic assault" - the most powerful of the methods of psychological activation of creativity created abroad.

The idea of ​​synectics is to unite individual “creators” into a single group for joint formulation and solution of specific creative problems, and the concept of “synectics” itself includes a whole range of tools and methods.

“The method is based on the use of unconscious mechanisms that are manifested in a person's thinking at the moment of creative activity. In a situation where people are united in a group, they are required to express their thoughts and feelings about the set creative task. An irrational form of discussion is the reason for the manifestation of metaphors, images, symbols in memory ”.

A feature of synectics that distinguishes it from the usual method of brainstorming is the organization of the group's influence on the creative activity of individuals. At the same time, attention is paid to attempts to surpass oneself, to abandon standard approaches. Creative competition in a group of participants in synectics is of great importance, each seeks to "take over" the largest part of the proposed creative solutions.

Emotional type is an important criterion for selecting group members. It affects how a person approaches the task at hand. Here, another significant line of differences between synectics and brainstorming is revealed. The selection of a group of brainstorming generators consists in identifying active creators with different knowledge. Their emotional types are not particularly considered. In synectics, it is quite the opposite. Rather, two people will be chosen with the same baggage of knowledge and experience, if at the same time they are completely different in the emotional sphere.

Synectics defines the creative process as mental activity in the situation of setting and solving a creative problem, where the result is a creative or artistic solution. In general, synectics includes two basic processes:

The transformation of the unfamiliar into the familiar

The transformation of the familiar into the unfamiliar

Turning the familiar into the unfamiliar means turning over, changing the everyday, routine, generally accepted view and reaction to things. Synectics believes that looking at the known as the unknown is the foundation of creativity.

The purpose of synectics is to direct the spontaneous activity of the brain and nervous system of the meeting participants to the study and transformation of the project problem.

The organization of the synectic session (synectic meeting) is borrowed from brainstorming, but it still differs from it in the use of some methods of psychological adjustment, including the very active use of analogies.

When developing an idea or concept, the human brain carries out some kind of activity, which is a system of various actions. This is the collection and processing of information, its comprehension, generation of ideas, forecasting, decision-making, their implementation, control. The impulse of the beginning of the creative process is possible in a situation of choice.

For an idea to appear, you need insight or the use of special heuristic technologies for generating ideas, such as synectics. Especially often the phenomenon of "insight" manifests itself in the work of a well-trained, prepared group, when it acts harmoniously, fixing on a more or less irrational basis of its reasoning on the problem, for some time, avoiding attempts to formulate finally completed ideas and thoughts.

The use of analogies in the creative process is an intermediate link between intuitive and logical procedures of thinking. In solving creative problems, various analogies are used: concrete and abstract, analogies of animate and inanimate nature, etc.

In synectics, the following chain of actions is implemented sequentially:

· Analysis of the problem;

· Discussion of the issue (to what extent the problem is understood by the participants);

· Identification of the main difficulties and contradictions that impede the solution of the problem;

· Statement of leading questions;

· Search for analogies that allow expressing a given problem in terms that are well known to members of the group from their work experience;

· Transformation of the ordinary into the familiar;

Development and formulation promising idea and its packaging in terms of real action.

The advancement of ideas and their subsequent selection largely depends on the leader of the meeting, his professional and communicative skills, tact, mobility and resourcefulness, the ability to create a creative atmosphere and activity.

Organization process creative work in synectics includes the following main points:

· Initial statement of the problem;

· Analysis of the problem and communication of the necessary background information;

· Finding out the possibilities of solving the problem;

· Reformulation of the problem;

· Joint choice of one of the variants of the reformulated problem;

· Putting forward figurative analogies;

· Adjusting the approaches to the solution outlined by the participants of the synectic assault or ready-made solutions to the requirements inherent in the problem statement.

In the real practice of conducting a synectic assault at a meeting, participants, as a rule, strive immediately, without observing all the listed synectic procedures, to find a solution to the problem.

continued success, and help understand the deeper reasons for change.

1.3. Brainstorming stages

1) Organizational issues (space, people), problem statement

We find people to generate ideas, (approximate number 7 + - 2)

We inform them about the task.

We select a group moderator (a moderator is someone who will follow the rules of a brainstorming session at all its stages, write down ideas, suggest their own). It is better if it is an energetic, active person, and, most importantly, knowledgeable features brainstorming method.

Table 1.

"Possible difficulties at the stage of choosing a suitable idea and ways to solve them"

Complexity	Solution option
Not the right time to have a group brainstorming session or no people to do it.	Conduct individual brainstorming.
	It is advisable in advance, when planning a brainstorming, to warn the authorities that this event is intended for ordinary employees. For leadership, it is worth conducting separate brainstorming sessions.
During a brainstorming, the energy of the voice rises. Everyone wants to be heard. It is especially important if there are many participants in the group.	Find a room where you can speak loudly. The moderator makes sure that the discussion does not turn into a "bazaar".

2) Brainstorming itself (generating ideas)

· It is possible to briefly introduce the participants to the specifics of the brainstorming method, but this is not required.

· The moderator writes down the task on the board.

· The group members are given 1-5 minutes to reflect on the topic and write down the ideas that have come up on a piece of paper.

· Before discussing ideas, it is necessary to communicate the rules of discussion:

Table 2.

Complexity	Solution option
Group members have few or no ideas. This can happen if the task is too global or if the participants have a brain block.	Break a big problem into many small ones and solve them one by one. Offer to think about an abstract topic. Do a warm-up, walk around, sit comfortably, preferably in a dreamer's pose, leaning back in a chair.
Participants are lethargic and don't want to do anything.	Suggest to play the game: "How else can you use a plastic bottle." Any simple object is taken, for example, a plastic bottle, a rod from a pen, etc. Next, the task in 5 minutes is to come up with as many options for using this subject as possible (even the most absurd and unrealistic). Offer a prize for more options that you come up with. Next, move on to the main topic of brainstorming.
People can't resist criticism	The moderator needs to clearly follow the rules of brainstorming: ideas first, then everything else. There are no good or bad ideas. All ideas are good in their own way.
There are a lot of ideas, how do you manage to write everything down?	Writes down by the moderator using the technique mental maps ... Writing in this form will give you even more creative ideas, plus it will help you to concentrate on the task.

3) Choosing a suitable idea (analysis of ideas)

Before you start choosing the right idea, you need to remove duplicate ones that are not related to the topic or problem.

We set priorities (in accordance with the criteria that are most important for us in solving this problem). The criteria can be as follows: speed, time, money, etc.

We work out the most preferred ideas (what and how to do, who is responsible for what, deadlines, resources, stages, etc.)

Table 3.

"Possible difficulties at the stage of choosing a suitable idea and ways to solve them"

Difficulties	Solution options
Arguments over prioritization and weeding out unrealistic ideas.	Take a break for 5-7 minutes before starting to choose an idea. The moderator proposes criteria for evaluating the idea (budget, deadlines, etc.). Prioritizes criteria and selects ideas according to them.
At the stage of working out the details, the idea becomes unrealistic.	Work out weak points or take the next idea.
A dilemma arises between two ideas, we do not know which one to choose.	Use the method of mind maps when solving dilemmas. Generate a 3rd idea that will have strengths the first two ideas.

The brainstorming method is an effective way to solve many problems, however, in conditions of limited time and space, brainstorming is sometimes inappropriate. As an option - the individual application of the brainstorming method using mental maps, this technology saves time, both your own and other people, it is more accessible and practical.

4. Advantages and disadvantages of the "brainstorming" method

Brainstorming, like many other collective decision-making methods, has certain advantages and disadvantages.

One of the most important benefits of brainstorming is that brainstorming encourages creative thinking, generating ideas in a comfortable, creative environment. All participants in the process are being activated. They are deeply involved in the process of generating ideas and discussing them, they are more flexible in assimilating new ideas, and they feel equal.

Laziness, routine thinking, rationalism, lack of an emotional "spark" in the conditions of this technology are removed almost automatically. Relaxedness activates intuition and imagination.

There is going beyond standard thinking. Interactive interaction creates a synergistic effect. Someone else's ideas are refined, developed and supplemented, the chance of missing a constructive idea decreases.

A large number of ideas and proposals are involved, which allows you to avoid a stereotype of thinking and select a productive idea.

Brainstorming is a simple technique that is easy to understand and easy to apply in a business meeting. It does not require complex equipment, technology, much time and a specially organized spatial environment.

It is also necessary to highlight the disadvantages of brainstorming, which will help to avoid problems when solving problems by brainstorming.

In connection with the fact that during a brainstorming, the generation of any ideas, even fantastic ones, is encouraged; often its participants leave the real problem. It can be difficult to find rational and productive ideas in the stream of various proposals. Moreover, the method does not guarantee a thorough development of the proposed idea.

Due to the high degree of involvement of the meeting participants, everyone is responsible for the final result, and if everyone has ideas, the time spent on discussing them increases.

With poor training of personnel, cooperation and teamwork, meeting participants may not be satisfied with the effectiveness of their activities. In addition, many participants may insist on their own authorship of the discussed ideas and prefer to be leaders in the creative process at the expense of those who are less developed and prepared.

An insufficiently developed ability to carry out distillation causes difficulties in choosing from a large number of developed ideas only those that will really contribute to solving a problem or task and, therefore, they can be translated into concrete actions.

So, having considered the methodology of brainstorming, we can conclude that the basis of the methodology is to overcome stereotypes of thinking and communication barriers, i.e. ensuring the process of generating ideas, without their critical analysis and discussion; the success of brainstorming is based on the principle of synergy and the prohibition of stopping the generation of ideas by subjective assessment.

5. Features of the application of the "brainstorming" method in a food enterprise

Let's consider the application of the "brainstorming" method on the example of the enterprise OJSC "Wimm-Bill-Dann Foods".

Wimm-Bill-Dann Foods was founded in 1992.

Wimm-Bill-Dann Foods OJSC, which is currently the leading producer of juices and dairy products in Russia, has been a leader among related companies for a whole decade. This trademark widely known in the Russian market and has long been loved not only by children, but also by adults. The company's activity is based on the main principle - the production of high-quality natural food products suitable for long-term storage, freed as much as possible from artificial additives, impurities and preservatives, which was immediately noted by the Russian consumer.

This made it possible to quickly enter the market, gaining high stable positions. At least 1100 types of dairy products, over 170 types of juices, nectars, soft drinks are successfully supplied to Canada, USA, Germany, Israel, Netherlands, Great Britain. At Wimm-Bill-Dann, quantity has long since grown into quality.

Today the company includes 33 manufacturing enterprises in 22 regions of Russia and the CIS, and trade branches of the company are opened in 26 largest cities in Russia and the CIS countries. The company employs over 18 thousand people.

Distributors of the company work in more than 40 cities.

In ten years, it included twenty-three manufacturing enterprises in nineteen cities of Russia, in twenty-six its trade branches have been opened (including in the CIS countries). About seventeen thousand people consider it prestigious to work in a company that creates all the conditions for normal, full-fledged work, while taking care of their social guarantees.

The performance indicators of Wimm-Bill-Dann have long been highly appreciated by international experts. Thus, the company took the second place in Russia in the transparency rating of the Standard and Poors agency, and the fourth in the quality study conducted by Brunswick UBS Warburg. corporate governance in Russia, received the Best European Equity of 2002 award from Euroweek and Institutional Investor magazines.

Wimm-Bill-Dann Foods is constantly on the rise, tirelessly expanding the scope and market for its products. All this determines the use of such effective method making management decisions as a "brainstorming".

Brainstorming at Wimm-Bill-Dann Foods is usually used as a technique for gathering information when necessary:

• Collect all opportunities for improvement and / or problem areas (subject).
• Conduct a causal analysis.
• Suggest possible countermeasures.
• Identify obstacles and aids and methods.

As a rule, the assault does not last long (about 40 minutes). Participants (up to 10 people) are invited to express any ideas (humorous, fantastic, erroneous) on a given topic (criticism is prohibited). More than 50 ideas are usually expressed. Time limit for speeches - up to 2 minutes. The most interesting moment of the assault is the onset of the peak (excitement), when ideas begin to "gush", that is, there is an involuntary generation of hypotheses by the participants.

Upon subsequent analysis, only 10-15% of the ideas turn out to be reasonable, but some of them are quite original. The results are usually assessed by a group of experts from Wimm-Bill-Dann Foods, which was not involved in the generation.

The brainstorming leader is an analyst who must be fluent in the audience, select an active group of Wimm-Bill-Dann Foods specialists - “generators”, not jam bad ideas - they can serve as catalysts for good ones. The art of the presenter is the art of asking questions of the audience, "warming up" the generation. Questions serve as a “hook” by which ideas are extracted. Questions can also stop overly verbose experts and serve to develop the ideas of others.

The main motto of the storming at the Wimm-Bill-Dann Foods enterprise is “What more ideas, all the better". Recording the course of the session at the enterprise is traditional (protocol or tape recorder).

Brainstorming at Wimm-Bill-Dann Foods includes the following steps:

The first stage is the formation of a group of participants in the "brainstorming" (in terms of number and composition).

The optimal size of a group of participants is found empirically: the most productive are groups of 10-15 people. The composition of the group of participants assumes their purposeful selection:

1) from persons of approximately the same rank, if the participants know a friend
friend;

2) from persons of different ranks, if the participants are not familiar with each other
(in this case, each of the participants should be neutralized by assigning
to him numbers with the subsequent reference to the participant by number).

The second stage is drawing up a problem note of a brainstorming participant.

It is compiled by the problem situation analysis group and includes a description of the problem situation.

The third stage is the generation of ideas.

The duration of the brainstorming session at the Wimm-Bill-Dann Foods enterprise lasts no less than 20 minutes and no more than 1 hour, depending on the activity of the participants. The ideas expressed are recorded on a tape recorder so as not to "miss" any idea and to be able to systematize them for the next stage.

The fourth stage is the systematization of ideas expressed at the generation stage.

The group for analyzing the problem situation at the Wimm-Bill-Dann Foods enterprise carries out systematization of ideas in the following sequence:

• a nomenclature list of all expressed ideas is drawn up; each of the ideas is formulated in commonly used terms;
• duplicate and complementary ideas are identified;
• duplicate and (or) complementary ideas are combined and formed into one complex idea;
• the signs by which ideas can be combined are highlighted;
• ideas are combined into groups according to the selected characteristics;
• a list of ideas is compiled by groups (in each group, ideas are written in the order of their generality from more general to specific, complementing or developing more general ideas).

The fifth stage is the destruction (destruction) of systematized ideas (a specialized procedure for evaluating ideas for practical feasibility in the process of brainstorming, when each of them is subjected to comprehensive criticism from the participants in the brainstorming).

The main rule of the destruction stage is to consider each of the systematized ideas only from the point of view of obstacles on the way to its implementation, that is, the participants in the attack put forward conclusions that reject the systematized idea. Especially valuable is the fact that in the process of destruction, a counter-idea can be generated, formulating the existing restrictions and putting forward an assumption about the possibility of removing these restrictions.

Sixth step - evaluating criticisms and making a list
practical ideas.

The form of positive-negative evaluation of ideas is given below.

Table 4.

"Form of negative-positive evaluation of ideas"

Description of ideas	The virtues of ideas	Disadvantages of the idea
1...	1.1...	1.1...
	1.2...	1.2...
2...	2.1...	2.1...
	2.2...	2.2...

Thus, at Wimm-Bill-Dann Foods, the method of collective idea generation has been tested in practice and allows you to find a group solution when determining possible options for the development of the forecast object, excluding the path of compromises when a common opinion cannot be considered the result of an impartial analysis of the problem.

Conclusion

Using the brainstorming method, the group can quickly create an impressive list of ideas, problems, tasks requiring development, quickly explain them and make an assessment. There are the following phases of brainstorming: idea generation, refinement and evaluation. These phases must pass one into the other, alternately. The emphasis is on the quantity of ideas, not their quality. Brainstorming is a great technique for harnessing the creative thinking of a team.

It is noticed that the fear of criticism interferes with creative thinking, therefore the main idea of ​​the assault is to separate the procedure for generating ideas in a closed group of specialists from the process of analyzing and evaluating the ideas expressed.

Brainstorming helps us recognize ourselves as a team, documenting what we as a team know. It also stimulates the creative activity of the team, allows everyone to be involved in the activity.

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Research of control systems: lecture notes Shevchuk Denis Alexandrovich

Lecture 15. The method of "brainstorming"

The manager is a hired manager, the boss!

If you do not have a single subordinate, you are not a manager, but a specialist at the most!

Denis Shevchuk www.deniskredit.ru

The method of "brainstorming" ("brainstorming") is a method that allows, with a minimum amount of time, to find a variety of solutions put forward by the participants spontaneously for the problem posed. This method was developed by A. Osborne in 1953. It is also called the method of CGI (collective idea generation) or the method of creative problem solving.

This method is used when searching for solutions in an insufficiently studied area, when identifying new directions for solving a problem and when eliminating shortcomings in an existing system.

There are 2 following forms of application of the "brainstorming" method:

Regular meeting: a meeting is held at which the leader interrogates the participants of the meeting in turn, who name problems that negatively affect the efficiency of the enterprise or division. At the end of the meeting, a list of problems is drawn up, which is then posted up for public review. In case of an ineffective idea process, the meeting is postponed to another day;

Conducting a round-robin meeting: subgroups of 3-4 people are formed. Each member of the group writes down 2-3 ideas on paper, which they then exchange with other members within their group.

The ideas put forward are studied by other participants and supplemented by new ones. In each subgroup, a threefold exchange of ideas is carried out, after which a consolidated list of the ideas put forward is drawn up. Subgroup lists are then submitted to the group for review. This form of application of the "brainstorming" method has the following advantages:

Increases the activity of the participants due to the written form of presenting ideas;

Eliminates waiting for their turn in the process of putting forward ideas;

Allows you to improve the presented ideas and develop new ones on the basis of them.

When carrying out the "brainstorming" method, you must be guided by:

There is a prohibition against criticizing the ideas put forward;

The ideas proposed are evaluated after brainstorming;

Among the ideas put forward, first of all, the original and unusual and the ideas expressed impromptu are welcome;

The likelihood of valuable ideas emerging depends on the number of ideas put forward: the more, the better;

Preference is given to combined (combining several ideas into one) and improved ideas (development of an already expressed idea);

When proposing new ideas, a chain reaction of ideas must be observed;

The brainstorming participants can speak several times, but each time no more than one idea should be expressed for better perception;

The organization of the "brainstorming" method is carried out according to the following technique. At the first stage, a task is formulated on the basis of 2 provisions:

What do we want to get in the end;

What prevents us from achieving our desires.

The internal structure of the problem to be solved should be simple and specifically formulated for the highest efficiency of the generated ideas. A complex task requires preliminary dismemberment into its component parts.

To consider this problem, a creative group is formed, consisting of 5 - 7 people (but not less than 3). The creative group consists of two subgroups:

A permanent core consisting of a team leader and employees who easily generate ideas. The manager's responsibilities include: defining the task to be solved with the help of "brainstorming", recruiting and training participants necessary techniques work, ensuring the activities of the participants in the session, evaluating the ideas put forward, summing up the results of the assault. The leader must:

Be creatively active;

Be kind to ideas expressed by other people;

Combine the positive qualities of a generator and an analyst;

Have a speed of reaction, good analytical skills and a sober mind;

Temporary participants who are invited depending on the nature of the problem being solved.

An invitation to a session is received 2 to 3 days in advance, along with written or oral information on the agenda items.

Basic information about the problem being solved can be provided to the participants immediately before its beginning.

The duration of the session is 25 - 30 minutes. The ideas put forward, the proposed solutions and their improvements are recorded in the protocol. All ideas are expressed in short phrases.

Quantity is preferred over quality.

During the implementation of this method, the manager should pay attention to all the little things, even if they are insignificant: the creation of a friendly, relaxed microclimate (jokes, tea, coffee). First of all, it is necessary to introduce all newcomers. A favorable friendly environment will contribute to a balanced psychological state of people.

The advantages of the brainstorming method are as follows:

Groupthink generates 70% more new ideas of value than the sum of individual independent proposals;

Trains the mental abilities of the participants;

Provides an opportunity to get new unexpected visions of the problem under consideration;

Allows you to relate to the ideas put forward with great confidence.

Reverse brainstorming is similar to conventional brainstorming. The main feature of this method is the permission to express criticism. During the implementation of this method, the shortcomings of the proposed ideas are revealed (but the discussions should take place correctly in relation to each participant) and the ways to eliminate them are proposed.

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From the author's book

Lecture 19. “Delphi” method The “Delphi” method is one of the methods of expert assessments, with the help of which a quick search for solutions is carried out, among which the best is selected. Its other name is the "Delphic Oracle", which he received in Ancient Greece. This method was

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Lecture 20. Method of “scenarios” The method of “scenarios” is one of the methods of expert assessments, with the help of which a picture of the investigated object in the future is given on the basis of the current situation. Using this method, the main goals of the development of the research object are determined.

From the author's book

Lecture 21. Method of SWOT-analysis Method of SWOT-analysis - a method that allows you to get a general picture of the development of an organization by studying: internal environment; external environment of the organization.This method consists of analyzing data on the external and internal environment and networking

From the author's book

From the author's book

Lecture 23. Experiment as a private research method Experiment is a method of researching a control system under certain conditions of its functioning, which can be real or artificially created by the researcher to obtain the necessary information.

From the author's book

Lecture 24. Observation as a private research method Observation is a research method by collecting information about the object under study, which is carried out by observing the selected object of research. When conducting it, the researcher should use

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Lecture 25. Poll as a private research method Poll is a question-and-answer method of collecting information about the object of research, which is collected by asking the people being interviewed with certain questions that contain a research problem. At the heart of this

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Lecture 28. Document analysis method Document analysis method is a method of collecting data in the course of research of control systems, based on the use of information recorded in written or printed form, on magnetic tape, in electronic form, in

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THE HAPPY DOG ATTACK PRINCIPLE In the summer of 1975, I was visiting my grandmother in Long Beach, California. On a sultry July day, my friends wanted to get out of the hot city and swim in the Pacific Ocean. I also went, dying of horror. I shivered like a frightened rabbit

Brainstorming is a method that is incredibly popular today. With its help, you can find alternative ways to solve complex problems. In addition, it allows the individual to reveal their inner potential. This method is used most often in large teams at meetings when it is required to come to a certain decision.

Brainstorming is a method that implies that all participants in the process will show pronounced activity. The situation when employees of one enterprise take turns expressing their individual opinions allows everyone not to stand aside and be heard. In the conditions of modern reality, when the boss often does not have the opportunity to devote time to each employee, this method is just a godsend.

History and description

The method of brainstorming (brainstorming) first appeared in 1930, and it was described much later - in 1953. The author of this concept is the American researcher Alex Osborne. At one time, this scientist defended free speech and recommended his method mainly for the correct planning of any entrepreneurial activity. Brainstorming is still used today by leading businessmen to organize and conduct business. Its usefulness is noted: labor productivity grows, profits increase, new ideas appear as if by themselves.

The essence of the brainstorming method is as follows: managers and employees gather in a meeting room. The general task that must be solved during the meeting is voiced. Each of the participants has the opportunity to openly express their point of view, challenge the partner's concept, discuss the results obtained, and make additional assumptions. From the outside, it seems that colleagues are deliberately opposing different concepts to each other in order to reach a new understanding of the essence of things.

Direct brainstorming

This is the most common option for quickly solving an urgent problem. Direct brainstorming implies that during the process the most significant and topical issues will be discussed regarding the implementation of certain projects, development of activities, etc. Not many modern leaders realize that it is possible to hold regular meetings, planning meetings and various gatherings. using creativity. One has only to add a little variety to the boring course of professional everyday life, as employees begin to generate stunning ideas themselves. The leader can only wonder where all this potential has been hidden until now. The use of this method allows you to improve relationships in an established team, to overcome various psychological barriers and barriers.

Reverse brainstorming

It is used in the case when a certain concept turned out to be unprofitable for some reason, reached a dead end, and urgently needed to develop a new one. This implies that the participants in the process will actively challenge each other's thoughts. Disputes and polemics are permissible here. Reverse brainstorming is useful when there are insoluble contradictions in the enterprise that require radical intervention.

Employees can express whatever they really think, their freedom is not limited by anything. You can hardly find something so effective and efficient than the method of reverse brainstorming. Description of the problem, focused attention to details of several people at once will allow you to approach the solution of the issue in time and from the best side.

Individual brainstorming

It can be applied in the case when a person urgently needs to reach a specific result, but for some reason a professional crisis has comprehended him. Brainstorming is a method that can be used by a creative person in moments of temporary loss of productivity. Its uniqueness lies in the fact that it effectively acts even on one person who is alone with his own thoughts. You can have internal dialogues with yourself and come up with bold, unexpected decisions. The result of such actions will soon be pleasantly surprised. All that is required is to allow yourself to think in a limited time interval (say, a few minutes), with a specific, clearly formulated task in front of you. Unfortunately, many people from childhood get used to thinking in common stereotypes. Brainstorming methods allow you to overcome the stereotyped perception of the world and reach a higher level of worldview.

Carrying out technology

This concept includes three main periods. They must be implemented consistently and with great care.

1.Formulation of ideas. At this stage, the goal is formulated, the necessary information is collected. Participants in the process should be aware of the kind of information they are invited to consider. All ideas voiced, as a rule, are recorded on paper so as not to miss anything important.

2. Formation of a working group. Participants are divided into generators of ideas and experts. The first are people with a developed creative orientation, imagination. They offer non-standard solutions as a solution to the problem. Experts discover the value of each idea put forward, whether they agree with it or not, motivating their choice.

3... Analysis and selection of proposals. Criticism and active discussion of proposals are appropriate here. First, idea generators speak, after which the floor is given to experts. Proposals are selected based on inference and creativity. Any non-standard approach is welcomed and therefore is considered with particular interest.

The leader must control the process, observe the progress of the discussion of the problem. In the event of controversial issues, he necessarily clarifies, clarifies details, directs the further development of thought.

Additional terms

Despite the emerging desire of young and promising leaders to immediately start using this psychological tool, a competent approach is required here. You cannot use it too often, otherwise it will lose the element of novelty and will be perceived by employees as something common and everyday. One of the main conditions for conducting is suddenness of use. Participants should not specially prepare for the meeting, think over the moves used.

The leader needs to know the general direction of the conversation, but in any case he will not be able to determine in which direction the discussion will go. Brainstorming techniques are great because they allow you to express your point of view openly. At the same time, people may not be attached to the consequences of what is said.

Brainstorming method: reviews

The participants in this concept note that any meetings are more interesting and productive with its use. The method resembles the simultaneous inclusion of several "bulbs" that light up in their heads. different people... Brainstorming allows you to take into account not only the judgments of specialized specialists, but also related industries. In other words, it covers many spectra, helps to consider the same situation from different angles. In addition, the relationships in the team after the implementation of the method become more open and trusting.

Involvement in the process

Usually at meetings and planning meetings there is a "one-actor theater". One boss speaks, and subordinates are forced to listen to long monotonous lectures and agree with him. This is incredibly tiring and unnerving for the latter. The personality of employees is suppressed, it turns out to be squeezed into the tight framework of official duties. Sometimes employees, for one reason or another, prefer not to voice the ideas that arise in their heads, do not strive for self-expression.

As a result, the motivation to work “with a spark” is lost, putting the soul into the process. The brainstorming method allows you to remove psychological clamps and barriers, makes it possible to manifest the individuality of employees. Being psychologically involved in the process, a person increases his productivity.

Creativity

Agree, this concept cannot be called everyday and often used. Most of all they resort to it when the question requires some kind of ambiguous solution. The method has become widespread in creative teams, where there is a need to move away from the routine and plunge into the solution.As a rule, a positive result does not take long to appear.

There are a large number of such concepts that imply different meanings. This is where the brainstorming method comes in handy.

Grade 11

The technology of introducing the concept of Alex Osborne can be used to organize the classes of graduates. At the senior level, students are often given assignments to help awaken out-of-the-box ideas. This is a very useful acquisition, since individual personality traits are taken into account, existing abilities are developed, the necessary skills are strengthened. The more freedom is given to realize the thoughts that arise in the head, the more daring the undertakings of young researchers can become. The method provides that students themselves will strive to achieve the set goal. The feedback from the participants is overwhelmingly positive, as teenagers appreciate the attentive attitude towards them.

Instead of a conclusion

Brainstorming is a method that has gained popularity relatively recently. More and more leaders are choosing to use a non-standard approach in dealing with everyday issues.