Introduction

Conclusion

Appendix

Introduction

The psychology of creativity is a branch of psychology that studies the process of scientific discoveries, inventions, and the creation of works of art, a field of research on psychological creative activity people in science, literature, music, visual and stage arts, in invention and rationalization. One of the methods of creative search is "brainstorming".

Its creator - Alex Osborne (USA) used it for the first time back in 1938, calling it "brainstorming". The problem that Osborne wanted to solve is this: a creative task involves many possible solutions. In search of a successful solution, a person does not act as arbitrarily as it might seem: as a rule, the search begins with the most familiar, generally accepted direction. An ancient instinct says: act by analogy, act like everyone else. And this is good, because in ordinary, "uncreative" situations, it eliminates the need to think again. For example, when you need to buy a given magazine, you take the money out of your pocket and buy the magazine without being creative. The complexity of the creative situation is that its solution often lies far beyond the usual ideas. At the same time, each person has some "filters" in his head (social, professional, etc.) that do not allow unexpected, original ideas to develop. A person discards decisions that seem too bold to him - fearing criticism, ridicule from colleagues and superiors, etc. If these filters are removed, then it is possible, if not to improve the quality of ideas, then at least to increase their number. Osborne's main idea is simple: to separate the process of generating ideas from their criticism.

The use of the method has shown indisputable effectiveness in the creative solution of many complex research and not only research problems. It is used in the development of management decisions of various classes.

The purpose of this work: a comprehensive study and characteristics of the features of finding solutions using the brainstorming method.

clarify the concept and essence of the "brainstorming" method;

review the types of brainstorming;

consider the essence, principles and stages of the brainstorming technique.

The work consists of an introduction, two chapters of the main part, a conclusion, a list of sources and applications used.

Chapter I. The concept and essence of the brainstorming method

Brainstorming, brainstorming (from the English. Brainstorming - brainstorming) - a procedure for group creative thinking, more precisely, it is a one-time exchange of opinions of a group of people in the same room.

Brainstorming is one of the most effective forms of group discussions and is widely known and widely used. Designed for the collective generation of a large number of ideas to solve a particular problem. The method of "brainstorming" is built on a specific combination of research methodology and organization, separate use of the efforts of dreamer and intuitionist researchers with analysts, systems engineers, skeptics, and practitioners.

Brainstorming generates many ideas that are evaluated in a final discussion. It is considered normal if within 1.5 hours (two academic hours) the group produces up to a hundred ideas. Then, from the total number of ideas expressed, the most successful ones are selected that can be used in practice.

The main goal of "brainstorming" is to search for the widest possible range of ideas and solutions to the problem under study, going beyond the boundaries of those ideas that exist among narrow specialists or people with rich past experience and a certain official position.

The essence of the brainstorming method is that a group of qualified experts is selected, but assessments and conclusions are made during the meeting. People of various specialties, practical experience, scientific temperament, individual qualities, as a rule, own various methods of research. Combining these methods can be very helpful in solving complex research problems. This is the essence of brainstorming. His other quality is a combination of logic and intuition, scientific fantasy and scrupulous calculation.

The main principle of this method is the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem.

For brainstorming, two groups are usually created:

participants offering new options for solving the problem;

members of the commission processing the proposed solutions.

A team of several specialists and a moderator participate in a brainstorming session.

Before the brainstorming session itself, the facilitator makes a clear statement of the problem to be solved. During the brainstorming, participants express their ideas aimed at solving the task, both logical and absurd. If people of different ranks or ranks take part in the brainstorming, then it is recommended to listen to ideas in ascending order of rank, which makes it possible to eliminate the psychological factor of "agreement with superiors."

In the process of brainstorming, as a rule, at first the solutions are not very original, but after some time, typical, template solutions are exhausted, and unusual ideas begin to appear among the participants. The facilitator writes down or otherwise records all the ideas that come up during the brainstorming session. Then, when all ideas are expressed, they are analyzed, developed and selected. As a result, the most efficient and often non-trivial solution of the problem is found. The idea with which the majority of experts will agree is considered correct.

This method is specially designed to get the maximum number of offers. Its effectiveness is amazing: 6 people can come up with 150 ideas in half an hour. A design team working by conventional methods would never have come to the conclusion that the problem they are considering has such a variety of aspects.

For successful application This method must meet a number of conditions:

the meeting should be attended by 7 to 12 people;

the optimal duration of the meeting is from 15 to 30 minutes;

the number of offers is more important than their quality;

any participant can adopt and develop the ideas of another;

criticism in any form is prohibited;

logic, experience, arguments "against" only get in the way;

the hierarchical level of participants should not differ too much, otherwise psychological barriers may arise that interfere with communication and association building.

This is the brainstorming technique. A group of individuals is assembled, selected to generate alternatives. The main selection principle is the diversity of professions, 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 each idea on a separate card). Each in turn reads out his idea, the rest listen and write down on the cards new thoughts that arose under the influence of what they heard. All cards are then collected, sorted and analyzed, usually by another group of experts. At the same time, any criticism is strictly prohibited - this is essential condition brainstorming: the very possibility of criticism inhibits the imagination. This technique works on the basis that the ideas of everyone present are equally good, and no one's idea can be better than others. The number of alternatives can subsequently be significantly increased by combining the generated ideas. Among the ideas received as a result of brainstorming, there may be many stupid and unworkable ideas, but stupid ideas are then easily excluded by subsequent criticism.

Thus, the method of "brainstorming" can be considered as a tool for updating the creative potential of a team of specialists. This update is achieved through the following:

firstly, the participants in the session of collective idea generation train their brains in relation to the ability to put forward new ideas to solve the tasks;

secondly, the session participant gets the opportunity for a new and unexpected "vision" of the problem through the eyes of his colleagues;

thirdly, the subsequent study of the totality of the ideas expressed allows us to treat ideas in a new way, with greater confidence, which, although previously expressed by colleagues, did not attract sufficient attention in the routine environment of the current affairs of the organization;

fourthly, acquired in the process of numerous meetings and discussions, the habit of negative and critical appraisals new and insufficiently substantiated ideas in the process of collective idea generation is complemented by creative thinking skills.

The process of putting forward new ideas during brainstorming proceeds in a certain sense as an avalanche: an idea expressed by one of the members of the group generates either a creative or a critical reaction. However, due to the no-criticism rule, negative reactions also give rise to positive ones, i.e. productive, results. The presence of this effect is confirmed not only by qualitative analysis, but also statistically. Thus, research on the effectiveness of "brainstorming" conducted at US universities showed that groupthink gives 70% more valuable new ideas than the sum of individual independent proposals.

The expediency of using the "brainstorming" method is determined by the assessment of the complexity and originality of the research problem and the availability of specialists who can effectively participate in the "brainstorming" processes.

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Chapter II. Brainstorming: rules, conditions and stages

2.1 Rules for brainstorming

There are certain rules, the observance of which will allow more productive brainstorming. The basic rules for brainstorming are:

Rule 1: Any criticism of the ideas expressed during the brainstorming 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 most crazy, can serve as a starting point for development thought process other participants. This is the advantage of collective thinking over individual. Any, even the smallest, assessment of the idea expressed 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 most "crazy" ideas. The purpose of brainstorming as a collective creative process, is the search for non-standard, unconventional ideas. Otherwise, this process can turn into a regular meeting, where most often it is standard ideas and solutions that are proposed and discussed that are not always effective and efficient.

For the emergence of creative ideas, a certain mood is required, when thoughts freely rush through our head. This state is characterized by the inclusion in the work of our subconscious. For the appearance of such a mood of brainstorming participants, a special warm-up should be carried out 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 will probably help to find an effective solution.

Rule 3: Put forward as many ideas as possible. As already mentioned, for brainstorming, the number of ideas expressed is more important than their quality. While participants must (and can) generate ideas for a small limited amount of time, they must learn to use ideas already expressed by other participants to think quickly and propose new ones.

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

Rule 4: Mandatory fixation of all ideas. When conducting a brainstorming session, every idea should be recorded, even if it is repeated. All group members should see all captured ideas, so you should prepare for this in advance.

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

Rule 5: Incubation of ideas. After all the ideas are expressed and recorded, it takes time to think about 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. A break in a difficult problem also makes it possible to forget inappropriate approaches to it.

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

2.2 Conditions for brainstorming

There are no strict rules and restrictions for brainstorming, but the experience of many years of practice allows us to develop certain conditions for its application. Terms and techniques for brainstorming include:

Categories of participants. There are no strict 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).

It is recommended to form mixed groups (of men and women). As a rule, the presence of representatives of different sex enlivens the atmosphere of work. In addition, when brainstorming, it is desirable that the number of active and moderate members of the group be approximately equal. It is also necessary that the difference in age and official position between members of the group be minimal. The presence of superiors also constrains and limits the flow of brainstorming. It is not recommended to invite a skeptical leader to a brainstorming session, even if he participates in the role of an observer. It is advisable from time to time to introduce new people into the group, new people bring in 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 split the 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, then the number of people in the group should be less, more than moderate - on the contrary.

Setting, venue. For brainstorming, it is advisable to use an auditorium or a separate room away from extraneous noise. It is recommended to hang a poster on the wall with the basic rules for brainstorming. It is desirable to have a board that participants can use to display their ideas. Tables and chairs are recommended to be arranged in the form of the letter P, O, a circle or a semi-ellipse. This facilitates the contact of participants and increases sociability. If the group is small (5-6 people) - the most convenient round table. It is advisable to have a tape recorder: a person may not have time to delve into the idea and miss it.

duration and time. As a rule, the duration of the brainstorming and the time ranges from 40-60 minutes. This is the most efficient time frame. When solving simple problems or when there is a time limit, the most appropriate length of discussion is 10-15 minutes.

The most suitable time for brainstorming is in the morning (from 10 am to 12 pm), but it can also be done in the afternoon (from 2 pm to 6 pm).

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 that have 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. It is recommended to avoid completely solving the problem in one session. If the initial formulation is too broad and general, it should be subdivided into a number of subproblems. Problems for discussion are recommended to be formulated simply and clearly.

Brainstorming can be successfully used to collect information, not ideas, i.e. for clarification of sources or formation of questions of the questionnaire.

Sounding out the problem. The brainstorming topic is revealed to the participants in advance, a few days before the discussion. In this case, the moderator (chairman) represents summary topics or problems (up to 5 minutes, half-sheet volume), distributes it to the participants in advance. Familiarization of brainstorming participants with a topic or problem directly during the brainstorming session. There is also a mixed way of presenting a topic or problem for brainstorming. That is, a partial, and not full information on the problem.

show or illustrate the way a problem or situation develops. If possible, it is better graphically.

summarize the available points of view, show their advantages and disadvantages. Re-emphasize the need for a solution.

The role of the manager (leader). In the practical use of the "brainstorming" method, the personality and activities of the leader are of great importance. After all, the work of both the first and second groups should be properly organized and regulated in the process of their implementation. This role is played by the leader.

The main functions of the leader are to inform all participants about the rules of brainstorming, to (leader) control over their observance, as well as to generally control the discussion so that it remains within or within the boundaries of the topic or problem being discussed. Various options are possible: the leader can be the same for the first and second groups, or the leaders can be differentiated. But in both cases, the leader should be a person with great creative activity, goodwill, a deep understanding of the problem being solved, the ability to organize and support the intellectual process.

It is important that the leader himself participate in the generation of ideas. An effective leader is constantly throwing out "wild" and reckless ideas and suggestions to demonstrate that they are encouraged. It should simultaneously act as a stimulator or catalyst in case of a slowdown in the rate of generating ideas. A good leader, as a rule, should have a list of possible solutions to a problem in advance. The role of the leader is also to select participants for the brainstorming session at least 2 days before it takes place. Sometimes it happens that it is difficult for a group of participants to get rid of traditional approaches, stereotypes in solving a problem. In this case, we recommend using a little trick: the leader stops the brainstorming and introduces restrictions: for 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 fix these ideas.

Evaluation of ideas. To evaluate ideas, you need to select criteria. The evaluation criteria can be relevance, practical implementation, solvability on their own, novelty, etc. Evaluation of ideas can be done by the same or different compositional group. If the evaluation is carried out by the same group of participants, then, as a rule, it is carried out after a few days.

2.3 Steps for brainstorming

Having learned the rules of brainstorming, you can now pay attention to the individual stages of successfully brainstorming and evaluating ideas after they have been “incubated”. Properly organized brainstorming includes several mandatory milestones. Stages differ in organization and rules for their implementation.

Stage 1. Statement of the problem. There is a selection of participants in the assault, the definition of a leader and the distribution of other roles of participants, depending on the problem posed and the chosen method of conducting the assault. The leader should familiarize the group members with the rules for brainstorming. It is best to write these rules on a poster and hang it on the wall at every group meeting in a way that is clearly visible to all participants.

Stage 2. For successful brainstorming, participants need to tune in to a creative way. The leader conducts a warm-up with the participants, solving various problems on associative thinking, analysis and synthesis, etc. It is best for employees who are members of an ongoing team to constantly develop their Creative skills. Then it is recommended to conduct a brainstorming rehearsal. The group needs to choose a problem (preferably of a domestic nature), in which each of the participants is to some extent competent, and conduct a brief brainstorming (warm-up) in order to restructure thinking for the creative process.

Stage 3. Group members should prepare for the brainstorming 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 with the rapid pace of putting forward ideas, it may be difficult to fix them on paper. In this case, 2-3 people can fix ideas in turn. You can also accept the following conditions: participants fix their ideas on a small sheet of paper and express them in turn at the request of the facilitator.

The problem has already been formulated, but its definition is too general and needs to be clarified. In this case, the original wording should be placed as a heading on a large piece of paper.

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 search. In this case, the best way to start a general heading might be: "How can we." and then finish the phrase (to transform something, 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. Ideation process. Idea generation is the main stage on which the success of the entire brainstorming largely depends. Therefore, it is very important to follow the rules for this stage:

) The main thing is the number of ideas. Don't make any restrictions.

) A complete ban on criticism and any (including positive) assessment of the ideas expressed, since the assessment distracts from the main task and knocks down the creative mood.

) Unusual and even absurd ideas are welcome.

There are many different techniques based on the principles of brainstorming, but different types of brainstorming typically use two approaches to the ideation process:

an approach. Participants can express ideas in turn, in a certain 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 skip" and the right to speak passes to the next participant. The leader (or a member of the group specially allocated for this) fixes the expressed ideas on large sheets of paper. Participants are encouraged to record their ideas on small pieces of paper so as not to forget them while he waits for his turn to speak. In this case, ideas come in order and are easy to fix. In addition, all members of the group are involved in the process.

an approach. The second approach is unsystematic, 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 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 it 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. Once all the ideas are fixed, it takes time to think about and evaluate them. Group members are encouraged to leave for at least a week after brainstorming to reflect on all the ideas. It is best to hang up the idea sheet in a prominent place where the group members can see it at all times. In addition, to the discussion of the ideas expressed during the brainstorming, other employees of the enterprise add their ideas to the hanging sheets (brainstorming on the board). Then, after some time (more often than a week), the group members conduct a new brainstorming session on the list of ideas compiled at the previous meeting.

Step 7. It initiates the evaluation process. This usually happens at the next group meeting. The best way to organize the evaluation of ideas from a list is to group them by topic before some of the suggestions are dismissed as unrealistic. Once you have a list of ideas grouped by topic, you should review each one to identify the best ideas that can be quickly and easily implemented. Further actions of the group depend on the subject of brainstorming. If its purpose was to identify the problem to be worked on, then the group should choose a main topic and then focus on the ideas related to it in order to identify the most suitable ones for consideration. In another case, if as a result of brainstorming the group received a set of possible solutions to the problem, then the next step will be to analyze them to identify one or two of the most suitable options. Methods for analyzing and evaluating ideas can be very different. The success of this stage directly depends on how “equally” the participants understand the criteria for selecting and evaluating ideas.

2.4 Methods based on the principle (technology) of brainstorming

The method of "brainstorming" as a method of researching problems and finding solutions to them has many varieties.

One of them is method of brainstorming fixed ideas. Its essence lies in the fact that all participants in the creative process fix their ideas on solving a problem on special cards. Then the cards are mixed and distributed randomly to all participants. Each of them must give a public assessment of the idea that came to him. A controversy may arise around this, which allows you to hone the idea or discard it as unrealistic. In the process of controversy, new ideas may also arise.

Brainwriting. This technique is based on the brainstorming technique, but the group members do not express their proposals out loud, but in writing. They write their ideas on pieces of paper and then exchange them with each other. The idea of ​​a neighbor 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 note-taking: strive for more ideas, don't criticize suggestions before class is over, and encourage "free association." So, for example, the managers of a perfume company decided to use the writing method in search of ideas for business development. Each participant in the meeting wrote down his idea on a piece of paper and exchanged with a neighbor. One manager thought about producing a new brand of soap and laundry detergent, while another listed a proposal to develop a new line of shampoo and hair conditioner. Well, the third one, when this leaflet with these 2 ideas came to him, combined them and offered to create a unique product: soap, shampoo and conditioner in one bottle.

Brainstorming on chalkboard. In the working premises, you can hang a special board on the wall, 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 that needs to be resolved. Anyone who has an interesting thought that can help solve this problem can pin a piece of paper with the idea fixed on it.

Brainstorming in Japanese. 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 identify and solve problems. This technique is called "Rice Hail".

) Definition of the problem. The team leader lists all concepts related to the topic (eg sales, costs, distribution services, competition). Each of the participants writes down on the cards the factors associated with the problem under consideration - one fact per card. Facts should be relevant and directly related to the topic under study. The host 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. These cards form a set. The facilitator reads out the contents of one of the cards. The group gives the set a name that reflects, in the general opinion, 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 enumeration of facts from a set. By giving a name to the set, the group summarizes all the facts at their disposal and then extracts the crux of the problem from them. Group members combine the rest of the facts into sets - each under his own name. Then all sets are added into one, to 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 so that a clear and precise definition of the problem arises.

When a common understanding of the task appears in the group, the positions of the participants converge; all present agree on the definition of the problem; in the process of joint discussion, group members begin to feel a "feeling of the elbow".

) Solution. 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 leader of the group collects and redistributes the cards so that no one gets the old ones. Participants select cards associated with this solution. When all offers are selected, they are grouped. The facilitator reads 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 solutions to the problem, and from them the final set is already compiled. 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?" The search for an answer will generate many thoughts, and the facilitator will be able to select and group the most interesting ones.

Multi-stage (cascade) brain attack.In this case, all participants in the meetings (meetings) are divided into two groups: "idea generation group" and "evaluation group". It is desirable that the "idea generation group" consists of people of equal rank. This group includes widely erudite brainstorming employees who are prone to fantasy, but clearly represent the essence of the task before them. Great importance has an approximate equality of group members in terms of temperaments. The optimal number of members of the "idea generation group", aimed at solving a problem of medium complexity, is 10 people. The "assessment group" includes people with a critical mindset. Here, the presence of superiors with certain powers is mandatory. This is necessary so that a positive assessment of an idea has a real basis for its implementation. Both groups must have leaders whose role is unusually great. This is the conductor of the "synthetic brain". A lot depends on his erudition, tact, ability to "get" the members of the group. It should be noted that the problem of selecting both groups is very important and complex.

Let us formulate the main stages of a multi-stage brain attack.

Stage 1 "Reconnaissance". The first brainstorming session is held, in which the first ideas are put forward by the "idea generation group". Considered as a stage of generating ideas.

Stage 2 "Contradictation". At this stage, the participants continue to come up with ideas, but one restriction is imposed on the statements about the problem: the same problem must be solved without resorting to the proposals already made. Ideas opposite to those previously expressed are approved and supported. As a result of the implementation of this approach, two opposite lists of proposals for solving the problem are compiled. In sum, they contain a maximum of proposals and counterproposals. The greatest effect is obtained when the brainstorming participants in the first and second stages are different people: emphasizing the need to "do not touch" previously received proposals that are presented as dead ends, the host does not prohibit their use.

Stage 3 "Synthesis". At this stage, the "assessment group" joins the discussion. It combines in one system the proposals made during the first and second discussions, and develops solutions.

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

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

Stage 6 "Destruction". This stage carried out in order to test the obtained results "for strength". Its task is to "smash" sentences from various positions: logical, factual, social. Criticism is allowed 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 intellectual and professional terms; ensure the administrative and legal independence of its members from the organizers of the development; do not name the authors of the ideas.

After all stages are completed, the final decision is made. However, it should be noted that the technique does not replace the talent, knowledge, or experience of people, it only increases their thoughts. The atmosphere of emotional elation, which is created during collective thinking, contributes to the discovery of the deep creative reserves of the human personality.

Exist reverse brainstorming method, within which criticism of the expressed ideas is allowed, which, however, must be constructive.

Often, after 3-5 minutes of brainstorming, the pace of presentation of ideas by its participants slows down, and it begins to fade. What to do in this case? The manager is advised to have a questionnaire on hand to generate ideas. If brainstorming is carried out one-on-one with a problem, then the questionnaire will provide indispensable assistance. The Appendix presents A. Osborne's questionnaire for generating ideas.

Thus, brainstorming is a great way to use the team's creative thinking. The "brain attack" method is an effective way to solve many problems: it is quite efficient and reliable; this is the 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.

The advantage of the method is the high efficiency of obtaining the required solution. However, in conditions of limited time and space, brainstorming is inappropriate. Its main drawback is the complexity of organizing an examination, since it is sometimes impossible to bring together the required specialists, create an uninvited atmosphere and eliminate the influence of the As an option - an individual application of the brainstorming method using mental maps, this technology allows you to save time, both your own and other people, it is more affordable and practical.

Conclusion

Brainstorming (brainstorming) is a widely used method of producing new ideas to solve scientific and practical problems. Its goal is to organize collective mental activity to find non-traditional ways to solve them.

Brainstorming is a means of getting as many ideas from a group of people as possible in a short amount of time. It is considered normal if a group produces up to a hundred ideas within 1.5 hours.

The idea of ​​the brainstorming method was proposed by Alex Osborne in the middle of the 20th century. The main idea is to isolate the formation of an idea from its criticism.

To conduct brainstorming, two groups are usually created: participants offering new options for solving a problem; members of the commission processing the proposed solutions.

There are individual and collective brain attacks.

The technique of brainstorming is to get together a group of at least two people, but no more than 12. One of the group members is appointed leader. Before starting work, the leader explains to the members of the creative group: what is the problem facing the group, and how the work will go.

The essence of the method is based on the psychological effect: if everyone in the group is asked to individually express ideas and proposals for solving the task, independently of others, then in total we will get fewer ideas than if we invite this group to collectively express ideas on the same task.

The correct brainstorming technique includes its own rules, principles, and conditions, as well as three indispensable stages: problem statement; generation of ideas; grouping, selection and evaluation of ideas, their justification and public defense. As a result, the most efficient and often non-trivial solution of the problem is found.

The success of brainstorming is highly dependent on the psychological atmosphere and the activity of the discussion, so the role of the leader in brainstorming is very important. It is he who can "break the impasse" and breathe fresh energy into the process.

Thus, brainstorming technologies are of great importance, because. are useful not only for collective problem solving at a business meeting, developing the creative potential of its participants, increasing the cost of company resources, but also for developing the semantic, communicative and emotional competence of managers and specialists, they form effective speaking and listening skills.

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Appendix

LIST OF QUESTIONS TO STIMULATE THE GENERATION OF IDEAS

PO A.F. OSBORN

What new application of a technical object can you suggest?

Are new uses possible?

How to modify known uses?

Is it possible to solve an inventive problem by adaptation, simplification, reduction?

What does this technical object remind you of?

Does the analogy spark a new idea?

Are there similar problem situations in the past that can be exploited?

What can be copied?

What technical object should be ahead of?

What modifications of the technical object are possible?

Is it possible to modify by rotation, bending, twisting, turning?

What changes in purpose, function, color, movement, smell, shape, shape are possible?

Other possible changes?

What can be increased in a technical object?

What can be added?

Is it possible to increase the time of service, impact?

Increase frequency? sizes? strength?

Improve quality?

Add a new ingredient?

Duplicate?

Is it possible to animate working bodies, positions or other elements?

Is it possible to exaggerate, hyperbolize elements or the entire object?

What can be reduced in a technical object?

What can be replaced?

Is it possible to condense, compress, thicken, condense, apply the method of miniaturization, shorten, narrow, separate, crush, multiply?

What can be replaced in a technical object?

What and how much can be replaced and with what?

Another ingredient?

Other material?

Another process?

Another source of energy?

Other location?

Different color/sound, lighting?

What can be converted in a technical object?

What components can be interchanged?

Change model?

Change the layout, layout, layout?

Change the sequence of operations?

Transpose cause and effect?

Change speed or pace?

Change mode?

What can be reversed in a technical object?

Transpose positive and negative?

Is it possible to swap oppositely placed elements?

Turn them back to front?

Flip upside down?

Swap places?

Swap roles?

Flip clamps?

What new combinations of elements of a technical object are possible?

Is it possible to create a mixture, an alloy, a new assortment, a set?

Combine sections, nodes, blocks, aggregates?

Combine goals?

Combine attractive features?

Combine ideas?

Every seventh problem can be solved using the brainstorming method. After reading this article, you will learn what and how to do to solve your problems, both in business and personal, using this method.

What is and when is it used?

You have probably come across such a situation, at work or even in life, when you need to solve an important and complex problem.

And from the ideas - boring templates, which are certainly not capable of utilizing the problem, except for a small improvement in the situation. So, just in this case, you need to use the brainstorming method.

Brainstorm is a method for generating ideas based on creativity and intelligence.

Now the picture is starting to take shape. A characteristic feature of the method and its main advantage is the ability to find a non-standard approach to solving a problem.

And that is why this approach will help you quickly find a way out where you do not see it. The areas where brainstorming is applied are vast.

And how, you guessed it, that more than one person is involved in the process. For example, it could be: , a client, a product developer, several potential clients.

However, the composition is selected based on the tasks. But I will tell you about this a little later.

Advantages and disadvantages

Brainstorming can be skillfully applied in any situation. At the same time, don't idealize it too much. Like any other problem solving method, it has its advantages and disadvantages.

Pros :

• Efficiency;
• A large number of solutions in a short time;
• Opportunity to look at the problem from different angles;
• Going beyond stereotypes when solving problems;
• Exclusion of criticism;
• Ease of mastering the method.

Minuses :

• unpredictability of the result;
• Lack of realistically feasible output proposals;
• Influence of organizational process.

Proper organization of the process is the cornerstone of brainstorming.

According to statistics, every third assault does not lead to the desired result precisely because of non-compliance with the rules. Therefore, in order for you to have a result, carefully read the points below.

Rules for holding

Now let's take a closer look at this tool. But don't think, this is not an ordinary theory, these are important points that you should rely on when generating ideas.

And I will say right away that all this affects the result. In addition, someone has already stepped on this rake before you.

1. Quantity

Before you start organizing a method, you need to understand how many people are involved in the process.

It can be one person, or maybe five, ten ... And so brainstorming happens:

Individual

Yes, yes, it sounds unusual, but you can brainstorm alone. Therefore, by concentrating on the question, and at the same time releasing your creative potential, you get the opportunity to develop a thought into something really worthwhile.

For example, you are not ready to discuss the amount of your debts with anyone. Then the assault on finding ideas on how to get out of the debt hole, you can spend alone.

Moreover, solitary contemplation often brings more tangible results.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Group

This is already a kind of group discussion, because the procedure is a collective discussion. This option is suitable for solving work and creative tasks.

In it, you can gather a huge number of specialists and even invite representatives from, so the ideas will be more diverse.

2. Stages

One of the most important points, and all because the correct observance of the steps directly affects the result, and further you will understand why.

Therefore, read carefully. So, now I will tell you how to conduct a brainstorming session. The method includes the following steps:

1. Introduction to the rules. We will talk about them a little lower. But I will say right away that it is important for you to ensure that everyone understands these rules in the same way and abides by them.
2. Warm up. A small task before brainstorming. For example, try saying all the letters of the alphabet in reverse order. This is necessary for your brain to switch from problems and unleash creativity.
3. Task formulation. It should be clear to all participants in the discussion and what you want to see as a result. For example, we need a fresh idea for an advertising campaign to bring a new product to market.
4. Generation and presentation of solutions. Ideas can be expressed one at a time or as desired. The main thing is to record all proposals, even the most unrealistic ones. For example, invite Schwarzenegger to shoot in advertising.
5. Evaluation of proposals. Decide on what basis you choose the best offer. For example, it can be the ease or speed of implementation, the minimum budget, or something else.

As you can see, it is not so difficult at first glance. However, there are subtleties that must be applied to each of the varieties of the method.

3. Optimal conditions

It is worth noting that the wrong organization of brainstorming can nullify all your efforts.

And in order for it to bring you the desired result, carefully study the description of the factors that should be taken into account when preparing.

Members

Involve employees with little experience, and therefore a fresh look at the activities of your company, to brainstorm. But do not forget about the more experienced.

For example, if you use the brainstorming method in a company, when making a collective decision, then invite people of different genders and professions to get interesting solutions as a result of the unity of opposites.

And at the same time, do not overdo it with the age difference so that the discussion process does not come to a standstill.

You should not involve big company leaders if you understand that this will fetter the rest of the participants.

And exclude skeptics, outright critics and grumblers, this method is not for them.

Important. The optimal number of participants for productive work in a group assault from 6 to 12 people. In the individual - one warrior in the field.

Venue and props

The most important thing is a separate room, away from extraneous noise. And since this is the age of technology, do not forget to ask those present to turn off their phones and turn on the voice recorder to capture ideas.

An interesting point, for this type of work, a table without corners is best suited - round or oval.

You may also need a board and markers to make a kind of map on which you will reflect all the voiced ideas.

Time spending

Here you should not overdo it. And do not even think that the more time you spend in the method, the more ideas you will be able to collect. Not at all.

For example, for extensive creative tasks, the most productive period is 40-60 minutes.

And if the question is simple enough, 20 minutes will be enough. You yourself know that it is much better to think with a fresh mind than after long hours of hard work.

Important. The optimal time for productive work is from 10 am to 12 pm in the first half of the day, and from 2 pm to 4 pm in the afternoon.

Problem Statement

The task should be formulated specifically, simply and clearly. And the question should not be too general, but at the same time have a large number of solutions.

And it is also very important that the question is not aimed at finding a cause, but at finding a solution.

Wrong wording:“Why does our company have low sales?”

Correct wording: “How in our company?”

Moreover, the task of brainstorming can be announced to the participants in advance, so that they allocate time for its independent reflection before the discussion begins.

Supervisor

The main task of the leader is to inform those present about the rules for conducting, discussing and monitor their observance.

And at the same time, the leader is also involved. In the case of an individual assault, you will have to control the process yourself.

The top skill of a leader is to throw the most non-standard and disruptive ideas during the discussion.

Especially if he sees that the rest cannot discard stereotypes and reveal their creative potential.

Your gifts from partners

Summing up or choosing an idea

The main thing here is the evaluation criteria, as I said earlier. What will be paramount for us when choosing?

Don't be afraid to exclude offers. For example, if there is not enough resources, we cross it out. There is no time for implementation - we cross it out. The idea is not interesting to anyone - we cross it out.

If an idea is selected by third-party experts, it can be selected immediately. But if the same participants choose what they came up with, then it is better to evaluate and choose a solution after 2-3 days.

Methods. Methods. Methods

Unlike types of brainstorming, there are a lot of methods for using brainstorming.

And the choice of method depends on the problem you need to solve, as well as on individual characteristics participants. But we will consider the coolest and most famous options, and not the TOP-100, don’t understand which ones ...

1. Reverse

Reverse like a moonwalk

The essence of the method: to compile the most complete list of the minuses of the object of discussion.

Method technology: You and those present focus only on: the shortcomings of the service, product or situation, the obstacles in the way of the client in obtaining this product or service, the most dire consequences.

Then for each item, from the resulting list, come up with solutions.

Suitable for: this brainstorming technique is used both in a group and individually. The most appropriate task is to bring a new product or service to market.

And all because this method will allow you to study a new service or product from all sides and anticipate many difficulties that can interfere with its successful and continued existence.

Brainstorming script: imagine that you are launching a new model of vacuum cleaner on the market.

What's wrong with the vacuum cleaner?

1. It is similar to other vacuum cleaners;
2. He is heavy;
3. It is not powerful enough to collect construction debris;
4. It is not controlled by a mobile application;

What can we do about it?

1. Come up with an unusual design in the form of an elephant with a trunk;
2. Replace some metal parts with plastic ones;
3. and sell only for home use;
4. Develop a program for remote control of a vacuum cleaner;

Which solution do we choose and why? For example, we will replace metal parts with plastic ones, because we can do it quickly, and it will not only lighten the weight, but also reduce the cost of constructing a vacuum cleaner, and so on.

Defects, shortcomings, difficulties in use - the "hit list" should not be limited to anything.

Here you can add those problems that may arise in 5-10 years. Imagine, look into the future. Of course, the example is exaggerated. But it captures the essence of the process well.

2. Shadow Assault

All in shadow...

The essence of the method: dividing the participants in the discussion into three groups.

Technology: the first group generates ideas publicly, and the second group is “shadow”, that is, it does not interfere in the discussion, but simply monitors its progress.

So the participants of the second group write out the ideas that come to them in the process of discussing the first group.

And there is a third group - experts, those who will evaluate the entire list of ideas from the first and second groups. Experts can also offer their own solutions, obtained at the intersection of the ideas of the first two groups.

Suitable for: This use of the brainstorming method is suitable for solving a problem in a company that involves a large number of people.

At the same time, you know that some of them can offer good ideas, but do not really like to express them publicly. Or they have good powers of observation, but are not inclined to generate new ones.

Brainstorming script: The first group discusses aloud options for the further development of the shoe company.

The first group suggests:

1. Open a production line - creams, sprays, orthopedic insoles;
2. Create an online store and deliver shoes to customers at home;
3. Increase the share of the occupied market by entering new networks for the sale of shoes;
4. on sports shoes, as the most cost-effective.

The second group suggests:

1. Create an online store, and solve the delivery issue with the help of other networks selling shoes;
2. To offer existing partners - networks for the sale of shoes - related products;

The third group chooses the option - to open an online store and carry out delivery through networks of shoe sales partners.

Because there are already several partners who are ready to cooperate, and the marketing budget includes an item on.

3. Written

Recording everything

The essence of the method: ideas are generated by writing one by one on a piece of paper.

Technology: everyone present does not express thoughts and suggestions aloud, but writes them on a piece of paper, then they change sheets in a circle.

So the proposal of the previous participant is the starting point for generating an idea for the next participant.

Suitable for: Best used in technical teams or when you know in advance that those present are not ready to share their thoughts in public.

And that the situation of public speaking will shackle their creativity.

Brainstorming script: you need to find a way to reduce the cost of purchasing equipment.

The first participant writes: “change supplier”, the second one adds: “find a supplier in the nearest city to reduce delivery costs”.

The third one contributes: “offer the new supplier to supply only components, and assemble it yourself.” And so on.

Effectively change sheets in a circle for no more than 15-20 minutes. And then involve a group of experts, as in the previous case, and invite them to evaluate the results and make a choice.

Be sure to specify the selection criteria, discuss them with the experts in advance. The method is good because each idea is not just “hanging in the air”, but gets its development and twisting.

4. Assault with sketches

We draw, we create

The essence of the method: not just describe, but sketch every idea that comes to mind during a brainstorm.

Technology: everyone present takes pieces of paper and any tool with which to draw: pencil, felt-tip pen, brush, pen - it doesn’t matter.

After that, the leader of the discussion once again voices the topic, the issue to be resolved.

Then each participant makes a short presentation of his proposal.

Suitable for: This use of the brainstorming method is suitable for both a group and an individual.

I think it is clear from the definition that it is used in cases where the solution to the problem can be visualized.

For example, you are generating ideas for the look of a new refrigerator model or the content of a flyer.

Brainstorming script: come up with new form tea bag, for the production and sale of a new variety of tea. The results of such an attack might look like the figure below.

Sketching example

The technique is simple and will allow you to maximize the creative potential of each participant.

The most important thing is not to lose speed and not delve into small details when trying to draw a masterpiece. It is best to sketch schematically what comes to mind.

5. Role assault

Well, how do you like me in such a role?

The essence of the method: try on different roles and from these positions give an answer to the question, task, problem that you pose to the participants in the discussion.

Technology: You define several roles or positions from which it would be useful to look at a situation, product or service.

Each participant in the process in turn presents himself in one role or another. And from this position, he expresses his proposals for solving the problem aloud.

Suitable for: the method is equally good for both group and individual work.

Suitable when you want to understand more deeply the attitude of all participants in the process to a product, service or situation.

Brainstorming script: the task is to get out of debt. And in the place of those from whom I borrow money, I would advise myself to plan finances in more detail and save 10% from any amount received. So long until it becomes a habit.

In the place of a much richer person, I would advise myself to find options where you can profitably invest part of the money so that they work and bring additional income.

In the place of those who had the same problems, I would advise myself to find additional sources of income, to monetize my skills.

For example, I know German very well, you can become a tutor and give lessons in your free time. And so on.

Life hack. If you are bringing a new product to market, be in the role of a customer, seller, manufacturer. And looking at the situation from different angles, you will discover facts that you did not notice.

Certainly there are many more different methods. And as a way - you can try to combine all of the above.

For example, identify obstacles or cons through reverse brainstorming. And then look for how these obstacles can be eliminated, with the help of role-playing.

Life hacks and mistakes

Well, now, as you like, I will tell you about the life hacks that are used in the brainstorming method and the most common mistakes.

By the way, if you are already brainstorming and know the secret of how to make them as effective as possible, then share them in the comments.

life hacks

That's what I love

Of course, approaches to the discussion are individual. But summarizing all of the above, we can still highlight a few “golden” rules. And they are as follows:

1. Get ready in advance. Before brainstorming, alert all invitees about the topic of the discussion and the amount of time it will take to conduct it so that the participants tune in to work and are not in a hurry.
2. Invite others. Participants can be: men and women, marketers and product managers, buyers and sellers. Because the diverse composition will provide you with unexpected ideas and A New Look to the task.
3. Create a common information field. Before starting work, it is worth briefly reiterating the current situation and the purpose of the assault to make sure that everyone will continue to talk about the same thing.
4. Record all ideas. Absolutely all ideas, even the craziest ones. And for this you can use a marker board, whatman paper or a voice recorder. The most important thing is not to lose a single one, in this method all ideas are worth their weight in gold.
5. Forbid criticism. No idea should be excluded. Even the most crazy, unrealistic ideas have the right to exist. You need to convey this to everyone present. And I repeat, there is no place for skeptics.
6. Get the participants to say everything. Some of them may feel insecure, thinking more about ideas than sharing them. Therefore, you need to encourage them, let them express absolutely any thoughts, set an example.
7. Be prepared for a negative outcome. The discussion may not go exactly as you planned. Again, I repeat that criticism is prohibited. And you need to accept the result as it will be.

So, we figured out the life hacks. I advise you to work them out in detail with each brainstorming method. Well, now let's move on to common mistakes.

Mistakes

I listen carefully

So what are the obstacles that might get in your way? On which others stumbled more than once when organizing brainstorming.

Therefore, read and remember, but rather write down, in order to certainly not make mistakes:

• There is no specific topic and purpose of discussion;
• Participants have no interest;
• The team does not have enough knowledge to resolve the issue;
• The composition of the team is the same;
• Obstinacy and skepticism;
• Over-seriousness;
• Frequent pauses in discussion;
• There are competitors in the group;
• Excessive leadership pressure.

And that's it, not such a big list turned out. And yet, I recommend not to forget about the mistakes. They are quite simple, but often overlooked.

Briefly about the main

The brainstorming method is great for solving both managerial and personal problems. And the most important thing in this method is to organize the process correctly and not to forget to be creative.

Remember that your goal is to find the maximum number of solutions and fix them. Since the method assumes that even the most ridiculous delusional decisions have the right to exist.

Who knows, maybe by transforming them, you will get the most effective solution to the issue.

INTRODUCTION

When developing corporate knowledge management systems, the bottleneck is not the program aspect, as many people 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 time-consuming and expensive than individual ones, due to the complexity of their organization.

Active group methods are usually used as a kind of spicy condiment at the stage of knowledge extraction, they cannot in themselves serve as a source of more or less complete knowledge. They are used as an addition to traditional individual methods (observations, interviews, etc.), in order to activate the thinking and behavior of enterprise specialists.

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

One of the most well-known and widely used methods for finding ideas through the creative collaboration of a group of specialists is the brainstorming method. Being a single brain, the group tries to storm the difficulty that prevents solving the problem under consideration.

The purpose of the work is to consider the method of brainstorming in the analysis of the work of a food enterprise.

The essence of brainstorming

"Brainstorming", or "brainstorming" - one of the most common methods of liberation and activation of thinking. Other methods (method of focal objects, synectics, method of control questions) are used much less frequently due to their lower efficiency.

To have the maximum effect, brainstorming must follow certain rules, otherwise brainstorming turns into a regular meeting. Brainstorming is very effective in solving organizational and managerial problems, such as finding a new use for a product, coming up with an appropriate response to a competitor's action, improving advertising, etc.

Brainstorming is a method of increasing the number of sentences. The purpose of this method is to generate as many ideas as possible, even "crazy" ideas, some of which may be surprisingly useful.

It is difficult to create something new relying on one's own strength. It is much easier (both in marketing and in any work in general) to look for a solution with the whole team or a team of like-minded people.

If a group of people are locked early in the morning in some room, then the only thing they can invent is new curses about their work in general and the task in particular. Or even worse: some of them will be struck by a thought that is no good at all, and the rest will enthusiastically seize on it and defend it with the sole purpose of saving themselves the need to think. If you hope to awaken the creativity of your colleagues, it is better to use a structured collective method. This means that you must convince the group to take part in activities known as brainstorming and brainstorming. When using this method, people very often resist attempts to involve them in the discussion. But there is no need to panic. Don't give up without a fight. Ask colleagues what they will lose by spending half an hour discussing your idea. By applying one of the methods of generating ideas suggested below, they will see for themselves how much more productive team creativity is and will take part in a group discussion.

The brainstorming method was developed in 1953 by Osborne, an American advertising consultant. The main principle of this method is the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion of a problem. For the successful application of this method, a number of conditions must be met:

The meeting should be attended by 7 to 12 people;

The optimal duration of the meeting is from 15 to 30 minutes;

The number of offers is more important than their quality;

Any participant can adopt and develop the ideas of another;

Criticism in any form is prohibited;

Logic, experience, arguments "against" only get in the way;

The hierarchical level of participants should not differ too much, otherwise psychological barriers may arise that interfere with communication and association building.

Brainstorming is one of the most effective forms of group discussion. This method is intended for the collective generation of a large number of ideas to solve a particular problem. Research has revealed the fact that the number and quality of alternatives put forward increase significantly when the initial generation of ideas is clearly separated from their evaluation and final formulation. It is this principle that underlies the brainstorming method, which is also known as brainstorming (brainstorming), collective idea generation, idea conference, opinion exchange method.

All participants in the solution of the problem are preliminarily divided into two groups - "generators of ideas" ("dreamers") and "critics". The fact is that some people are more inclined to generate ideas, others - to their critical analysis. In ordinary discussions, "dreamers" and "critics" find themselves together and interfere with each other. Therefore, during brainstorming, the stages of generating and analyzing ideas are strictly separated. The task of "idea generators" is to put forward as many suggestions as possible about the problem being solved. Among the ideas received, there may be many stupid, fantastic and even absurd, but "stupid ideas are easily excluded by subsequent criticism, because competent criticism is easier to receive than competent creativity." The task of the "critics" is to systematize and critically analyze the proposals received, followed by the selection of the most valuable ideas among them, used to solve the problem. It is possible that individual participants in the discussion can work in both groups.

The main rules for brainstorming include the following provisions: a complete ban on any criticism and comments about the participants and their speeches; the need to get rid of the idea that the problem under discussion has only one solution; the need to express as many different ideas as possible; consideration of all ideas, even the most incredible and absurd, regardless of their authorship; brevity and clarity of experts' statements, optional detailed justification; the right of each of the participants to speak many times; giving the floor, first of all, to those persons who had ideas under the influence of the previous speech; prohibition on reading in a row a list of proposals that can be prepared in advance.

There are six main stages of brainstorming. At the preparatory stage, groups of brainstorming participants are formed. As experience shows, the optimal size of the group of "generators of ideas" is 10-15 people. A group of "critics" can number up to 20-25 people. The most stringent requirements are imposed on the personnel of the first group. The main selection principles for this group are broad erudition, flexibility of thinking, imagination, a tendency to fantasize, as well as a variety of professions, qualifications and experience of participants. It is not recommended to invite people who think categorically, as well as outside observers and employees with strong differences in official position. At the same time, it is desirable to include in this group active-minded amateurs who are able to offer a fresh, original solution. The group of "critics", as a rule, is formed from narrow specialists with an analytical mindset and a sober assessment of the real possibilities of implementing the proposed ideas.

At the stage of setting the problem, brainstorming participants should familiarize themselves with the problem being solved and tune in to active mental activity. To do this, the organizers of brainstorming provide them with a comprehensive description of the problem situation, including: a statement of the essence of the problem; analysis of the causes of the problem and possible consequences development of a problem situation; analysis of experience in solving similar and related problems; classification of possible approaches and ways of solving the problem; the formulation of the main constraints and objectives of the decision.

At the idea generation stage, brainstorming organizers must create an atmosphere of benevolence and support that frees participants from excessive constraint. The environment in which the discussion takes place should be conducive to the open and free expression of various ideas, opinions and suggestions. The facilitator should once again make it clear to the participants that any ideas are welcome, that many ideas are needed, and that brainstorming participants should try to combine or refine the ideas put forward by others.

At first, each member of the group works independently, thinking about the problem posed. The facilitator then asks the participants to speak. However, he can use forced polling to arouse their activity faster. After that, the process of generating ideas develops, as a rule, spontaneously and like an avalanche. The facilitator plays a passive role in this process, passing the floor to those who wish to speak and coordinating the work of the group. The next speaker reads out his ideas, the rest listen and write down on separate cards new ideas that arose under the influence of what they heard. In addition, all ideas can be recorded by the secretary on a special board or screen. After a burst of activity in the discussion process, there may be some lull. This does not mean that all ideas are over - just thinking is going on. The facilitator can again activate the participants by inviting them to read the notes on the board or pre-prepared questions on the topic of discussion on special cards. Moreover, these cards with questions can be issued both before starting work, and directly during the brainstorming session. After a short delay, there is usually a rise again creative activity. The flow of new ideas grows like a snowball. The ideas of each of the participants generate in the minds of the others a specific reaction, which, due to the prohibition of criticism, is formed as a new, missing idea. Moreover, ideas that are directly related to previously expressed thoughts or have arisen as a result of their combination have the greatest value. The effectiveness of brainstorming is amazing. Studies show that collective thinking under the conditions of the prohibition of criticism produces 70% more valuable ideas than a simple sum of ideas received individually. In one hour of work, the group can put forward up to 150 new ideas. This is due to the basic concept of brainstorming - to give new ideas a way out of the subconscious. At the stage of systematization of ideas, the following actions are performed: a general list of all expressed ideas is compiled; each idea is formulated in generally accepted terms; recurring and complementary ideas are identified, which are then combined into one complex idea; signs are formed according to which various ideas can be combined into groups; ideas are grouped; there is a systematization of ideas in groups. At the same time, in each group, ideas are written from more general to more specific, complementing or developing general ideas.

At the stage of criticism of ideas, a group of "critics" begins to work. At this stage, each idea is subjected to comprehensive criticism, due to which there is a “destruction” (destructuring) of unpromising and unrealistic ideas. The main principle is to consider each idea only from the point of view of obstacles to its implementation, i.e. the participants in the discussion must put forward arguments that refute the idea under discussion. But in the process of "destroying" the idea, it is important to preserve its "rational kernel" (if it exists) and obtain, on its basis, a counter-idea containing a real proposal for solving the problem. The output of this step is a list of criticisms of each idea or group of ideas, as well as a list of counter ideas.

Finally, during the alternatives development phase, all the ideas, countermeasures, and criticisms received are evaluated in order to compile a final list of practically acceptable alternatives aimed at solving the problem. To this end, a list of indicators is being developed to assess the feasibility and acceptability of each idea. For example, ideas can be judged on responsiveness, human resources, technology, financial costs, value added, ethical and legal considerations. Only those ideas that satisfy all the established restrictions are included in the final list. These ideas play the role of alternative choices and are presented to the decision maker (head of the organization) for deeper analysis and decision making.

The brainstorming method has many varieties and modifications. In particular, one of its variants is the so-called 635 method. This method is characterized by a fixed number of participants and a certain procedure for interaction between them at the idea generation stage. The group consists of 6 people. Each of them is given a special collection of ideas. All participants write down 3 main ideas on their form and pass it around to the next participant, who studies the received form and supplements it with three new ideas, etc. After 5 iterations, all forms are filled in and as a result contain 108 ideas that are transferred to the “critics”. The practice of using the "method 635" shows that the ideas presented in writing are more reasonable and clear than those expressed orally, although they are often less original.

Despite the fact that this method is a group procedure, however, it can be applied individually. Sometimes ideas fly so fast that a tape recorder is recommended. In the next two or three days, the brainstorming ideas can be printed out for careful analysis. A network of predetermined criteria is then established and the most promising standards are selected.

Research shows that much more good ideas obtained by brainstorming (both individual and group) than by more conventional approaches to their generation.

Thus, the advantage of the "brain attack" method is the high efficiency of obtaining the required solution. Its main drawback is the complexity of organizing an examination, since it is sometimes impossible to bring together the required specialists, create an uninvited atmosphere and eliminate the influence of the

brainstorming method

The brainstorming method refers to intuitive and creative methods. It was developed in 1939 by the American Osborne, the founder of the Institute for Creative Teaching Methods, and a consultant in the field of advertising. The method is based on a group discussion of the problem under the guidance of a facilitator. Initially, the method worked well in the development of military equipment.

The main principle of the method is the uncontrolled generation and spontaneous interweaving of ideas by participants in a group discussion. One expressed idea is based on the previous one and generates the next one. As a result, a flow of ideas arises, chains of associations appear that can lead to an unexpected solution to the problem. Research has shown that, according to the principle of synergy, groupthink generates 70% more valuable new ideas than the sum of individual mindsets. Brainstorming is not an exercise in absurdity, but the purposeful work of a group seeking to come up with new ideas. Ideas expressed during the session are subject to revision. Some of them are discarded, and a new list is compiled, starting with good ideas.

The organizational conditions for the implementation of the method are quite numerous and strict in relation to both the participants and the leader:

• 1) the group includes 8–10 specialists from various fields;
• 2) the level of qualification of the participants should not differ greatly;
• 3) ideas are written down;
• 4) work is carried out according to the principle "the more ideas, the better";
• 5) there is an exchange of thoughts and a combination of ideas. Group members should try to develop the ideas of their colleagues, build one idea on top of another and try to combine some ideas in various combinations;
• 6) criticism is prohibited. The remarks "this has already been sold", "no one will buy this" or "this will not work" are prohibited;
• 7) the duration of the session is from 15 to 30 minutes;
• 8) there are no copyrights on ideas - any participant can develop the ideas of another participant;
• 9) the ideas expressed are not discussed immediately;
• 10) the facilitator encourages the expression of the most unexpected ideas;
• 11) the leader should not emphasize his awareness;
• 12) the leader should not subordinate people to his will.

One of the options for brainstorming - the "635" method - means that there are six participants, there are three proposals, five proposals are transmitted in a circle. Six participants submit in writing at least three proposals for solving the problem within 5 minutes. As a result, there are 18 original sentences, which vary five times from different points of view.

Other Idea Search Methods

Let's consider two methods of searching for ideas - the method of synectics and the method of systematized integration of solution elements.

Synectics method focused on finding unexpected, original solutions as a result of a group discussion of the problem. In translation, synectics means a combination of different and inconsistent elements. The method is also group. Members of the group are selected from different fields of activity. Each member of the group contributes a preconceived idea. When an interesting idea comes up, the leader directs the discussion to develop it. The difference between synectics and the brainstorming method is that a small number of ideas (two or three) are searched for, which are then considered in detail. The leader plays a key role in the discussion process.

Ideas are taken from various fields of knowledge. The manuals on the method note that, for example, when considering a snow removal system, it is useful to discuss how to move soil and remove leaf litter. Considering the construction, it is useful to discuss the structure of the bee hive. An example of the successful application of synectics in technology is the invention of the vertebral antenna. When designing a twenty-meter antenna that could be carried by one person and which, when assembled, would take up little space, the participants in the discussion remembered the backbone of a dinosaur. The idea was further developed, and as a result, an antenna was constructed from plastic parts, through which a cable was passed. By the way, a similar principle is applied in the design of the Ostankino TV tower.

One of the areas of application of synectics is the search for a new use of the product. This problem arises, in particular, in a situation where a product ends its life cycle. Successful examples of new uses of goods are known, such as chewing gum, which was originally perceived as a kind of candy for children and a fashionable soothing "chewing gum" to introduce independent adult men, usually non-smokers, to the clan. Now chewing gum is positioned differently. In some countries, it is sold only in pharmacies. Consumers are guaranteed fresh breath and no cavities. The reader is invited to find examples of new applications for himself, which is quite interesting and exciting.

Method of systematized integration of solution elements allows you to integrate the strengths of many participants. Synergistic effects appear when for adoption difficult decision many individual decisions must be made. The method is implemented within the framework meetings consisting of 5-10 participants and lasts half a day.

The steps for applying the method are:

• each participant develops a possible solution within 20 minutes;
• each participant explains his decision;
• all participants note the strengths in each solution;
• the group is trying to find an integrated solution by combining the advantages of the considered individual solutions;
• the group is trying to find additional ideas by arbitrarily combining proposals not used in integrated solutions.

This method was first proposed in 1941 by the American A.F. Osborne. The method consists in the procedure of group creative thinking, more precisely, it is a means of obtaining a large number of ideas from a group of people on a given problem in a short period of time. The efficiency of the method is very high. Six people can come up with 150 ideas in half an hour. A design team working with conventional methods cannot even imagine that the problem they are considering has such a variety of aspects.

There are quite a few brainstorming schemes, but in the general mass there are no strong differences in the structure of the process.

1. Preparation: choosing a problem and working through it through individual reactive techniques. For example:

a) a problem

b) questions for elaboration;

c) choosing the main way to solve the problem;

d) testing all paths appearing in the field of consciousness. The purpose of this stage is to assess the essence of the problem and determine the main path in the direction of group work.

2. Formation of a creative group:

a) the number of participants varies from 7 to 12 people;

b) the social status of the members of the group should be approximately equal. The main selection principle is the diversity of professions, qualifications, experience (such a principle will help expand the fund of a priori information that the group has);

c) the presence in the group of several knowledgeable people (who would give scope to the imagination of the participants);

d) the discussion of the problem should take place in a comfortable and relaxed atmosphere;

e) the process is managed by the head or the chairman, and the secretaries-observers present - fix the statements and behavior of the speakers;

f) the time of the procedure is either agreed in advance, or the process is carried out until a noticeable weakening of the intensity of the expression of ideas and an increased repetition of points of view already expressed;

g) any ideas that have arisen both individually and by association when listening to other proposals are welcome, including those that only partially improve other people's ideas.

3. Brainstorming procedure:

a) introduction (about 15 minutes) - the host talks about the essence of the method, explains the rules for the participants.

b) generation of ideas - the expression of ideas in a free form. If new ideas are delayed, the facilitator asks the participants to think about the problem, look at the board, or stop the brainstorming session;

c) questions - if necessary, it is allowed to ask the participants to clarify the point of view and eliminate gross ambiguities in the statements.

4. Conclusion - evaluation of ideas and development of alternative solutions (can be carried out with the participants of the "brainstorming").

Basic Rule "brainstorming" is the rejection of criticism and evaluation of ideas during the third phase, where the generation of ideas takes place directly, which makes it possible to obtain the largest number of ideas, and therefore increases the likelihood of solving the original problem. It is believed that the very possibility of criticism inhibits the imagination, so it is strictly prohibited during brainstorming.

When voicing an idea, the group listens and writes down on their cards new thoughts and considerations about the decision they heard.

Collected cards are sorted and analyzed most often by another group of experts.

The total output of such a group, where one's idea can lead another to something else, is often greater than the total number of ideas put forward by the same number of participants, but working alone.

There are many great examples of successful brainstorming. An example of one of them, illustrating the benefits of the prohibition of criticism.

During the war, the problem arose of countering enemy mines and torpedoes at sea. To solve this problem, the brainstorming method was used. One of the participants proposed at first glance the following frivolous solution: "Let, as soon as a mine or a torpedo is found, the whole team will stand on board and blow on it." Upon further analysis, the rational grain of this idea was laid in the solution of the problem. With the help of powerful pumps, they created streams of water and repelled mines.

Brainstorming” in reverse (“folded brainstorming”)

This method is much like brainstorming, but it requires the participants to provide critiques of the proposed ideas.

The main difficulty of the method is maintaining the correct attitude of the participants to each other during the discussion.

synectic method

This method was first proposed by W. J. Gordon in 1960. The inventor himself defined synectics as: “the connection together of various and at first glance, insignificant elements.”

The essence of this method lies in the collective study of background information, decomposition of the problem into its constituent elements and the search for a solution based on natural analogies. Moreover, the composition of the group (usually 5¸7 people) is carefully selected, as well as its experienced leader. The group is created to solve creative problems for a long time.

In contrast to brainstorming, the goal here is not the number of alternatives, but the generation of a small number of alternatives (even a single alternative) that solve a given problem. The effectiveness of synectics has been demonstrated in solving specific technical problems such as “to design an improved can opener”, “to develop a hermetic fastener for an astronaut suit”, there is a known case of a synectic solution to a more general economic problem: “to develop a new type of product with an annual sales potential of 300 million .dollars There are attempts to use synectics in solving social problems type: "how to distribute public funds in the field of urban development." famous example application of synectics is the invention of the so-called vertebral antenna. The challenge was to develop a 20m antenna that could straighten and fold very quickly and be carried by one person. During the session, the participants remembered the dinosaur's spine, which was long and elastic, which allowed the animal to rise high. When returning to the original problem, it was proposed to construct an antenna from plastic parts through which a cable is passed. Depending on whether pressure is applied to the part, the antenna expands or remains folded.

When creating a group, members are selected on the basis of flexibility of thinking, practical experience (preference is given to people who have changed professions and specialties), psychological compatibility, sociability, and mobility. Having developed certain skills joint work, the group leads a systematic directed discussion of any analogies to the problem to be solved that spontaneously arise in the course of conversations, using various types of similarity: direct, for example, copies of works of art; indirect (similar, for example, the reduced size of the pilot plant, allowing you to recalculate the parameters of the process); clock - analogue of time; experimental animals for doctors - analogues human body; autopilot - an analogue of a pilot; and conditional (money is the model of value; identity card is the official model of the owner).

The emancipation of the imagination, intense creative work create an atmosphere of spiritual uplift. There are psychological difficulties that arise in beginners, depletion of the nervous system as a result of intensive work. The success of the work of synectic groups is facilitated by the observance of the following rules:

2) everyone has the right to stop work, without any explanation, at the slightest sign of fatigue;

3) the role of the leader periodically passes to other members of the group.

In the United States, a special firm, Synectics, Incorporated, has been established to provide consulting and training in the field of synectics.

When preparing a person to work in a synectics group, special and lengthy training is required: during the year, 25% of one's working time must be spent on study.

A team of trained, full-time synectors is able to find acceptable solutions to about four minor and two major problems over the course of a year.

Gordon method

This is another collective method invented by W. J. Gordon. It assumes that the members of the working group do not know in advance what kind of problem will be discussed, so they are not constrained by templates. The facilitator in the most general terms sets out some concept related to the problem under consideration. Participants present their ideas for overclocking”, and then, under the guidance of the facilitator, the original concept is refined. After that, the same problem is revealed, for the sake of which the discussion was started. As a result, already “warmed up” participants begin to make very specific proposals and think about how to implement them.

Targeted Discussion Method

For the first time, the method of targeted discussions began to be used in the early 50s of the XX century. Its essence is to hold a meeting directed by the facilitator in order to involve all participants in an open and interested discussion and not allow the meeting to turn into a series of passive answers to questions. Focused discussions are also a great way to assess the viability of new ideas. The difference between this method and the brainstorming method and the Gordon method is that the participants first prepare their point of view on the problem being solved.

1.6 Bottleneck Inventory Method

This is one of the options for targeted discussion. Participants of the targeted discussion are pre-compiled with a list of “bottlenecks” on any problem (for example: process control, improving product quality or expanding its distribution channels).

The method often turns out to be very effective, since it is easier to analyze already known “bottlenecks” than to look for them. The most difficult moment - compiling if possible complete list"bottlenecks". If such a list is made, consider that you have gone more than half way.

Method of control questions.

The essence of the method is that the generation of solutions is, as it were, guided by a list of control (leading) questions, which are compiled by different participants or experts. The participants in the discussion answer these questions in writing (very briefly), on one sheet and pass them around to each other. Thus, everyone gets acquainted with the options for solving others and gives considerations on this matter.

1.8 Integral method “Meter”

This method was proposed in 1972 by Boulvin. This method combines individual techniques of brainstorming, synectics, morphological tables and the analog method of Meter. It is used to make decisions under conditions of risk and significant uncertainty. In general, the block diagram of the “Metra” method consists of the following steps:

The first stage is the formulation of the problem and its analysis. Statement of the problem, generation of initial ideas for solutions;

The second stage is the "choice". It branches into three simultaneous procedures:

a) “fragmentation” of the problem with the help of analogies and associations;

b) combinatorial construction of morphological tables;

c) correlation of goals and means to meet them;

· the third stage is the analysis of the first results, the formulation of a “new” problem and the search for its solution by “brainstorming”. Various solution methods are compared with the initial criteria of the problem, and the initial and obtained results are compared. A decision is made to continue or stop work, a return to the original problem is made. The resulting solution is reanalyzed and compared with the original problem, after which one of the solution options is approved.

1.9 Method “635”

This method is a kind of brainstorming. Six participants receive a written statement of the problem, each must offer at least three solutions. Then, for five minutes, the participants pass their ideas to a neighbor, in a circle. The ideas of all members of the group are introduced to the ideas, and the original sentences are varied five times, thanks to the presentation of their approaches to the points of view of the group members.

Delphi Method

It consists in developing an “averaged” solution based on the results of several stages - a survey of a number of experts in solving this problem. Moreover, after each of the stages, individual participants are given considerations on the points of view of other experts. The process of step-by-step questioning continues until the change in the points of view of experts stops or until they come to a relative agreement.

Salami Method.

The essence of this method is the preliminary "crushing" of the original problem into separate components and the distribution of the details of the problem to solve the individual components of the problem. A creative group is being formed to develop a final (generalized) solution for the entire original problem. This tactic is described by almost everyone who writes about negotiations, conflicts and how to resolve them. Perhaps it's all about the memorable taste and smell.

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