Tools for communicating with internal and external stakeholders
2. The brainstorming method
Brainstorming is the oldest and best known creativity tool.
It can be used to get past blocks in the search for ideas and to make group work more effective.
How to proceed
Duration: about 20-40 minutes, plus time for follow-up evaluation
Participants: about 5-7 people, as mixed as possible (one moderator, one person to keep a record)
Materials: board, markers, large sheets of paper, e.g. flipchart or pinboard
Stages of brainstorming
Preparation
Definition of topic/problem to be dealt with, invitation of participants, preparation of room, etc.
Implementation
Introduction, description of problem, brainstorming, explanation of ideas. The moderator makes suggestions, all ideas are recorded.
Processing
Evaluation of ideas, if appropriate identification of more ideas. Classification of ideas, e.g. by category ('Can be implemented immediately', 'Good, but cannot be implemented at once', 'Benefit not visible at the moment').
Points to keep in mind
Create an atmosphere without fear so that people do feel they are being assessed
Treat only one topic/problem
Do not criticise when ideas are being expressed!
It's the quantity, not the quality of ideas that counts
Let your imagination run riot!
Note down all ideas. There is no such thing as a bad idea
Allow joint suggestions and linkages of ideas
Objective
Brainstorming promotes creative thinking by participants. Ideas and criticisms from participants create synergy so that a subject can be creatively thought through or the causes of a problem can be sought.
Advantages
Disadvantages
Little time needed for preparation and implementation
Lots of ideas are obtained in a short time
Good opportunity for all participants to express ideas
Suggestions, considerations and ideas come from different perspectives
Promotes creativity, imaginativeness
People's reluctance to come out with 'mad' ideas or to take part at all
Ideas are only recorded in words i.e. visually not so attractive
Participation depends on mood
Good presenter needed
Source: B.A.U.M. EPAG, Zukunftsorientiertes Umweltmanagement in kleinen und mittleren Unternehmen, 1998, according to Hornung, Kreativitätstechniken, 1996.
