Prof. Tony Proctor 1 Chapter 6 Brainstorming and its Variants  Classical Brainstorming  Rules  Process  Variants  Wildest idea  Stop and go  Round-robin  Gordon-Little  Trigger method

Prof. Tony Proctor 2 BRAINSTORMING RULES  Evaluate later  Go for quantity  Flexibility  Fluency  Encourage wild ideas  Build on other ideas  Elaboration

Prof. Tony Proctor 3 BRAINSTORMING 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

Prof. Tony Proctor 4 HOW TO DISPOSE OF UNSOLD STOCK OF 500,000 OLD FASHIONED BLACK UMBRELLAS n Publicity carriers for firms n Give away on rainy day n Use material to make hats n Use upside down as irrigation devices n Sell to UK n Burn down warehouse and collect insurance n Make giant sculpture n Use struts as bicycle spokes

Prof. Tony Proctor 5 WILDEST IDEA Wild ideas may not be productive in themselves but they can spur other s on to think of more practical ideas.

Prof. Tony Proctor 6 STOP AND GO BRAINSTORMING The session is divided into segments with regular rest periods to enable participants to gather their thoughts.

Prof. Tony Proctor 7 ROUND-ROBIN BRAINSTORMING n Rules the same as in conventional brainstorming n However, each member of the group takes it in turn to contribute whatever idea he/she may have at his / her turn n Ideas are obtained in this way until the session is complete

Prof. Tony Proctor 8 GORDON-LITTLE VARIATION n Problem introduced in abstract form n In the course of ideation leader brings in key pieces of information regarding the problem. Problem made progressively less abstract. n Leader reveals original problem to the group n Using previously generated ideas for the abstract form as stimuli, group generates specific ideas for the original problem

Prof. Tony Proctor 9 TRIGGER METHOD n Problem statement read out to the group n Each member records ideas in silence for 5 minutes n One member of the group reads out his/her ideas to the rest of the group n The ideas read out are discussed by everyone for about 10 minutes with the aim of developing ideas further n Procedure continues with next member, and so on, until all ideas have been discussed.