Brainstorming

BrainstormingConcepts and PlanningChris Bernard, User Experience Evangelist, Microsoft

This presentation is a collection of techniques I use for brainstorming sessions. Brainstorming is often misunderstood or used ineffectively. Hopefully youll find some of these concepts helpful. The are techniques I been taught at the Institute of Design and have refined in my work at IBM and at Microsoft. Its a great starting point for understanding how brainstorming can work for you.February 2008

Brainstorming Concepts

*Brainstorming Concepts*Topics for DiscussionOur goalsDefinedSetting the right environmentA sampling of methodsWhere you can learn moreResources


*Brainstorming Concepts*Our goals for todays sessionDefine what brainstorming is and why it mattersShare some basic techniquesUnderstand when to use itLearn how to prepare ourselves for the activityEnable you to learn more on your ownHave a dialog about the concepts as we step through them


*Brainstorming Concepts*So, what is brainstorming?Brainstorming is a social process for generating new thinking around problems and challenges (theories, technology, ideas, services, products).It involves coming up with many, often radical, ideas based on a set of assumptions or constraints that can take many formats.It recognizes the principle that our brains are pattern recognition systems and that we sometimes get stuck with patterns and think within them versus outside of them.

Brainstorming helps us think outside of traditional the patterns we are programmed with to think of new ideas.Source: James Manktelow, Edward de Bono


*Brainstorming Concepts*Programmed thinking versus lateral thinkingAnother way to think of brainstorming is to understand what its not and how it differs from something we do often in our day to day jobs programmed thinking.Programmed thinking is using a structured or logical framework to create a product, system or service. GS Method, general project management, information design, and quantitative and morphological analysis all represent programmed thinking.Lateral thinking is about jumping outside of traditional patterns that we use to solve problems.Brainstorming is different from the structural process that we often use on projects, but both methods have a time and place in our toolkit when used correctly.Source: James Manktelow, Edward de Bono


*Brainstorming Concepts*Where programmed thinking worksIn the analysis or research stage of a projectIn the detailed design of a product, service or system that has been identifiedRoot cause analysisSource: James Manktelow


*Brainstorming Concepts*Where Lateral thinking worksIn improving an existing conceptGenerating radical ideasMaking creative leapsWhat are some areas in your company where you can use lateral thinking?

Source: James Manktelow


*Brainstorming Concepts*Why should I care?Lateral thinking leads to breakthrough discoveries and innovation that cant be derived from solving the same problem the same way, its the difference between developing incremental innovations versus breakthrough innovations.Breakthrough innovations, and our competency in practicing techniques that can provide them enhances our ability to provide value to customers.Source: James Manktelow


*Brainstorming Concepts*The first step: Setting the right environmentAll successful brainstorming activities hinge on team effectivenessIn our culture team effectiveness typically follows a model of:Results: What are we trying to accomplishAction: Who, what, whenHow: Plans and strategiesPossibility: Stating what is possibleRelationship: Shared and aligned commitmentsSource: Doblin


*Brainstorming Concepts*But that model, in that order, doesnt work for usTeams rarely get a chance to focus on the possibility and relationship domains unless this model is reversed.Getting a team aligned and comfortable around the domains of relationship and possibility is critical for successful brainstorming.Without alignment, teams cant make the emotional investment thats required to solve the problemtheres no skin in the game.Source: Doblin


*Brainstorming Concepts*We need to ensure that the following occursRelationshipAvoiding background conversations (or sharing them with everyone)ListeningLeave personal biases behindGranting trustBeing responsibleRecognizing who people are being when expressing ideas

PossibilityIts about allowing dialog and not debates.Letting all team members know their voice counts.Making inspiring commitments without evidence that we know they can be accomplished.Source: Doblin


*Brainstorming Concepts*Preparing yourself and your team: LocationA location should be comfortable and isolated from distractions. Youll need:At least an hour, probably twoPaperSharpiesPost It NotesTapeWhite board or dry erase boardsSugar and caffeine never hurtsSource: Scott Berkun


*Brainstorming Concepts*Preparing yourself and your team: PurposeGood brainstorming sessions are not random in planningPrep your team with a series of questions or problems that your trying to solve (remember, were not talking results).Provide supporting information in advance that the team can review (prepare this data, focused brevity is better than data overload that nobody has time to look at).Focus on contextual research, primary and secondary research.For short or last minute sessions consider giving an overview of this data as part of your session.Source: Scott Berkun


*Brainstorming Concepts*Communication with your team: ResultsKnow what youre going to want to do with this data after youve gathered it.Tell your team whats going to happen with the data generated (nobody likes ideas that disappear in a desk drawer).Establish and communicate the process you will use to select and refine ideas.Source: Scott Berkun


*Brainstorming Concepts*Working with your team: FacilitateHave a clear leader in the session, a person responsible for:ListeningHelping people express ideasGetting ideas on the wallRunning the white boardModerating conversations (managing interruptions and giving the floor all people in the session)Maintain the velocity of the sessionIts okay (even encouraged) for the moderator to generate ideas as well, but their primary task is to effectively facilitate the environment where other participants can accomplish that goal.Source: Scott Berkun


*Brainstorming Concepts*Working with your team: Volume and comfortBrainstorming is a volume businessWe are going for the number of ideas, not the quality of each idea.Encourage participants to build on the ideas of others and generate as many unique ideas as possible.As a facilitator get these ideas on the wall so everyone can see them.Encouraging the group to build on ideas is a critical task for the facilitator, youll often be moving too fast to differentiate between good ideas and bad ideas during this stage.Source: Scott Berkun


*Brainstorming Concepts*Working with your team: Ground rulesPeople hate feeling silly or stupid in front of their peers, thats why its important toHave a code of conduct that everyone on the team understandsPostpone (or eliminate criticism)Jointly define a code of conduct before you begin your meeting (i.e. with a focus on how to communicate, document, expand on ideas, etc.)

Source: Scott Berkun


*Brainstorming Concepts*A simple approach for a three hour Brainstorm (1)Define a series of 4 questions or problems that youre trying to solve.Send out a briefing package that a participant can review in less than half an hour. (Limit participants to between 8 to 20 people).Get your team together and give them a half hour overview of your set of problems, give them the opportunity to ask questions.Tackle each question as a discrete activity (For large teams consider dividing the room into subgroups that each tackle the problem from a specific perspective).


*Brainstorming Concepts*A simple approach for a three hour Brainstorm (2)Spend 10 minutes having your team generate as many concepts as possible by sketching or writing concepts on an 8.5 by 11 sheet of paper with a Sharpie. For each concept developed by a group or sub-group, number the concept and put it up on a wall or in a place where everyone can see it.Set goals for your team (a modest goal is 6 to 8 concepts per participant, high performance teams can often generate 10 to 15 concepts per person in 10 minutes).Spend the next 20 minutes having each team explain their ideas to the entire group (Consider having each team pick their 3 to 5 best ideas).Move on to the next question and repeat the process until all questions are complete.By the end of this process you should have been able to generate dozens of ideas and filter them down into a manageable collection of what you feel are the most promising ideas.


*Brainstorming Concepts*Some suggestions before you embark on a brainstormThis process can appear intimidatingTry it out internally firstOnly use with customers that you know and are familiar with or that you can clearly communicate the process to in advanceIf you are using the team to make decisions as well make sure you employ a shared evaluation tool (i.e. a voting system using post its or sticky dots)


*Brainstorming Concepts*Enhance a brainstorming session by introducing the following lateral thinking conceptsReversalSCAMPERRandom InputProvocation


*Brainstorming Concepts*ReversalAsk the opposite of the question or problem you are trying to solve, then apply the resultsHow can we make customer service worse?How could we make this kiosk harder to use?Whats the hardest way to build this site?What can we do to not win this business?Source: James Manktelow


*Brainstorming Concepts*SCAMPERSubstitutecomponents, material, peopleFor example, using high tech materials to enhance a product, like stainless steel, carbon fiber

Combinemix, combine, with other products, services or technologyFor example, the iPod and iTunes Music Store

Adaptalter, change function, use part of another elementFor example, the Baygen radio that needs no batteries, due to a hand crank, from cell phones to VOIP phones

Modifyincrease or reduce in scale, change shape, modify attributesFor example, GE Aviation, from We make jet engines to Were in the propulsion business

Put to Another UseFor example, using baking soda as tooth paste or a deodorizer

Eliminateremove elements, make as simple as possibleFor example, Basecamp versus SharePoint or Quick place, a Bose 3,2,1 versus a typical home theatre

Reverseturn inside out or upside down (similar to reversal)Make a PDA into a remote control, a car into an entertainment center

Source: James Manktelow and Alex Osborn


*Brainstorming Concepts*Random InputMaking creative leaps by linking one thinking pattern to anotherFor example, using a movie pitch analogy to describe a purchase experience or user group, Its Lord of the Rings meets Dumb and Dumber!

Simple methods may involve using a noun for a simple item that can be seen or touchedFor example, use a noun like garbage in terms of designing a product might prompt a discussion on how to create a product more efficiently and in generating less waste during manufacturing.

More advanced methods might involve the use of concepts that are randomly applied to your problem (Creative Whack Packs from Roger von Oech)For example, apply a random statement from a Whack Pack like How is your ego adversely affecting your judgment?

Source: James Manktelow, Roger von Oech


*Brainstorming Concepts*ProvocationMaking a deliberately provocative statement to spur a discussionWhat if we made a cell phone that didnt have a keypad?What if we decided to sell a $5.00 cup of coffee?We then use that provocation to suspend judgment and generate ideas, we can:Explore the consequences of the statementExplore the benefitsWhat special circumstances would make it a sensible solutionThe principles needed to support it and make it workHow it would work

Source: James Manktelow, Edward de Bono


*Brainstorming Concepts*What next?Look for future sessions that help teams:Analyze ideasSynthesize optionsVisualize conceptsCommunicate ideas


*Brainstorming Concepts*ResourcesWebMind Tools, James ManktelowLeading a Brainstorm, Scott Berkun

BooksLateral Thinking, Edward De BonoA Whack on the Side of the Head, Roger von Oech


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Brainstorming

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