1Prof. Tony Proctor

Chapter 6Chapter 6Brainstorming and its VariantsBrainstorming and its Variants

Classical Brainstorming Rules Process

Variants Wildest idea Stop and go Round-robin Gordon-Little Trigger method

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BRAINSTORMING RULESBRAINSTORMING RULES

Evaluate later Go for quantity

Flexibility Fluency

Encourage wild ideas Build on other ideas

Elaboration

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BRAINSTORMING PROCESSBRAINSTORMING PROCESS

State the problem Redefine the problem in terms of ‘how to…..’ Identify one or two relevant redefinitions Generate ideas for each redefinition Select the most appropriate ideas

4Prof. Tony Proctor

HOW TO DISPOSE OF UNSOLD STOCK OF HOW TO DISPOSE OF UNSOLD STOCK OF 500,000 OLD FASHIONED BLACK UMBRELLAS500,000 OLD FASHIONED BLACK UMBRELLAS

Publicity carriers for firms Give away on rainy day Use material to make hats Use upside down as irrigation

devices Sell to UK Burn down warehouse and

collect insurance Make giant sculpture Use struts as bicycle spokes

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WILDEST IDEAWILDEST IDEA

Wild ideas may not be productive in themselves but they can spur other s on to think of more practical ideas.

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STOP AND GO BRAINSTORMINGSTOP AND GO BRAINSTORMING

The session is divided into segments with regular rest periods to enable participants to gather their thoughts.

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ROUND-ROBIN BRAINSTORMINGROUND-ROBIN BRAINSTORMING

Rules the same as in conventional brainstorming

However, each member of the group takes it in turn to contribute whatever idea he/she may have at his / her turn

Ideas are obtained in this way until the session is complete

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GORDON-LITTLE VARIATIONGORDON-LITTLE VARIATION

Problem introduced in abstract form In the course of ideation leader brings in key

pieces of information regarding the problem. Problem made progressively less abstract.

Leader reveals original problem to the group Using previously generated ideas for the

abstract form as stimuli , group generates specific ideas for the original problem

9Prof. Tony Proctor

TRIGGER METHODTRIGGER METHOD Problem statement read out to the group Each member records ideas in silence for 5

minutes One member of the group reads out his/her

ideas to the rest of the group The ideas read out are discussed by

everyone for about 10 minutes with the aim of developing ideas further

Procedure continues with next member, and so on, until all ideas have been discussed.