What brainstorming isما العصف الذهني

Good ideas rarely come from one person

Most problems at work have more than one possible answer. The first idea that comes to mind is usually the most obvious one, not the best. Brainstorming is a simple, structured way for a group to produce many ideas quickly and then choose the most promising.

In this course you will follow Rawan, guest services manager at the Ashar Palm Hotel in Basra. From Sunday to Wednesday the hotel is almost full of business travellers. At weekends it is half empty.

What you will learn

• What brainstorming is and when to use it
• The four rules and the barriers to creative thinking
• How to prepare and run a session
• Techniques such as brainwriting, reverse brainstorming and SCAMPER
• How to evaluate and select ideas, and turn them into action

The problem at the Ashar Palm

The general manager's first reaction was "cut weekend prices". Rawan suspected there were better answers, and asked for a brainstorming session with staff from every department.

What brainstorming is

Brainstorming is a group method for generating as many ideas as possible on an open question in a short session, in a free and non-critical climate, and then sorting the ideas and choosing the best.

The method was developed by the advertising executive Alex Osborn in the late 1930s and made popular through his books. It is now used in business, education, government and design all over the world.

Diverge first, then converge

Creating ideas and judging ideas are two different kinds of thinking. When we try to do both at once, judging wins and most ideas die before they are fully said. Brainstorming separates them: first we open up, then we narrow down.

When to use it

Rawan's question was a good fit: there was no single correct answer, staff from different departments saw guests from different angles, and there was time to try several ideas.

Exercise: choose your challenge

1. Think of an open problem or opportunity in your work that has more than one possible answer.
2. Check it against the "good for brainstorming" list.
3. Write down the first solution that comes to mind, and put it aside.
4. Note who could bring a different view: other departments, front-line staff or customers.