Thinking is easy, right?
It can be if the solution or new idea you are searching for is easy itself, but what if you are searching for a new product that no one else has in the market or trying to find a solution to a problem that has eluded many people? What if you are part of a group which cannot come up with an idea or solution that you all agree on or that doesn’t really resolve the issue fully?
Brainstorming is the answer.
This article will provide you with the brainstorming processes to help you get the right results every time and include a working example for each method so you can try it for yourself.
Why Brainstorm?
Having a formal process for a brainstorming session can help focus people on the solution.
When people are focused and understand that everyone will get chance to have their ideas discussed there is a better chance that the final solution will be accepted by everyone thus reducing the pressures of change management.
• It provides a process for creating lots of ideas.
• It ensures that all ideas are thought through properly, no matter how good, bad or just plain crazy.
• It helps identify the root cause of problems and wasteful activities.
If the people in the brainstorm don’t know each other, a facilitator may like to use an ice-breaker game to introduce people to each other and get the group in the right frame of mind; several examples are available at the Business Cornerstone Services web site.
Brainstorming Methods
We will look at three different methods in more detail:
• Manic List: A way of getting lots of new ideas about a subject.
• Spider’s Web: Ensure that all ideas are thought through properly.
• Ishikawa: Identifying the root cause of problems, wasteful activities etc.
General Guidelines
There are certain guidelines to be followed for all Brainstorming sessions.
The facilitator or meeting leader should set a time limit and appoint someone to monitor the time. The time-keeper should announce when there are 5 minutes remaining. Extra time should be allocated at the end to have a round table follow up to make sure that everyone’s ideas were heard and have been documented.
If the issue is to be reviewed (and resolved) at the same meeting the agenda should have that time allocated separately.
Alternatively the ideas generated may be documented and distributed to interested parties for a review meeting at a later date.
Someone with a good memory and quick writing skills should be appointed as a scribe. Ideally this person will be neutral to the issue under discussion so that they don’t “forget” to write down ideas which don’t conform to their own way of thinking. Use a flip chart or whiteboard that everyone can see to record the Brainstorm session; alternatively if you have someone who is a good typist you may want to enter the ideas straight into a computer – project the image so that everyone can see.
If you are in a brainstorming session and your idea doesn’t get documented, keep a note of it yourself and ensure that it gets added at the end.
Follow up
After every brainstorm there should be a review to make sure everyone understands what each idea, issue or conclusion means.
If the session has resulted in an agreed course of action, ensure that the minutes of the meeting or the subsequent business proposal include the anticipated benefit to the business, an indication of any new costs & resources as well as an estimated time to complete or implement.
Having a documented owner is vital if the solution is going to be effective; this person will be responsible for the implementation and any change management that may be needed.
Visit Business Cornerstone Services web site for more discussion on Change Management.
Now that we have a guide for a generic brainstorm, let’s look at some of the available methods.
Manic List
The Manic List method is used when you want to get as many ideas as possible, no matter how crazy they seem.
Explain the basic guidelines of brainstorming and appoint a scribe and timekeeper. When the time starts simply ask people to shout out the first thing that comes into their head when faced with the subject. Don’t analyze or discuss them yet, just make sure everything is written down.
When time is called go through the list item by item, asking for explanations if required and take a popular vote (for example by show of hands) if the group thinks the idea should be rejected or retained.
At the end of the ‘storm you should have a number of ideas that you can work with, either by allocating them to people to investigate and write business proposals or by using them as inputs to a Spider’s Web brainstorm.
Working Example
You are in the marketing division of a company that makes Paper Clips. Your sales are being eroded by the fact that more people are using copy machines that automatically staple documents. You need to re-market paper clips based on their versatility to do things other than holding 2 or more pieces of paper together…
Brainstorm It
Objective: How could people use a paper clip?
Time: 10 Minutes to Storm plus 5-10 minutes to reject or retain ideas.
How many ideas did you get? Any crazy ones? Any brilliant ones?
If you found a great one and go on to become a millionaire by marketing the idea don’t forget your old pals at Business Cornerstone Services…
Spider’s Web
This method requires more time and explores ideas to a logical conclusion, whilst allowing you to revisit previous concepts.
Start in the centre of a large whiteboard or flip chart and summarize the main concept that you are working on.

The facilitator should invite the participants to give 3 to 5 ideas that they wish to explore. Unlike the Manic list if suggestions are too remote from the concept or issue then the facilitator has the right to veto the idea (although you should document it anyway just in case you need to revisit it later). These ideas should be written around the main concept.
One by one each idea should be discussed through to a logical conclusion, i.e. does this idea provide us with a solution? If not, go back to the centre of the web and start again with another idea.
Often, when discussing an idea, other ideas form. This then becomes the new centre of the web – represented by Idea 2A in the diagram.

With the New Idea (2A) at the centre of the web the participants can now discuss how the ideas interlink and reach a solution that everyone agrees on.
Working Example
You are in the engineering division of the Paper Clip Company. The marketing department had a brainstorm to see how they could diversify their market share and came up with the idea that the machines that produce paper clips could also produce cable tie wires. The main concept of your Spider’s Web is that you need to change the engineering process to produce wire that is thinner and more flexible. Think of 3 (or more) ideas how this could be achieved and then use the Spider’s Web to discuss each one to see which could be an achievable solution.
We’ve seen two ways to think of new ideas; now let’s look at a way to reverse engineer the thinking process to find the root cause of a problem.
Ishikawa Diagram
The Ishikawa, or Fishbone, diagram is used to identify the root cause of problems. The problem is placed at the head of the “Fish”. From the backbone a number of bones are drawn at an angle (the number usually depends on the industry or nature of the problem)

For each of the main topics, ask “Why?” up to a maximum of five times and add the answers to the fishbone pattern. For example, in the Manufacturing Ishikawa diagram above, you would ask “why is manpower contributing to the problem”. If the answer is “Lack of skills” you would then ask: “Why is lack of skills an issue?” eventually this line of questioning may lead to the fact that the training budget isn’t sufficient.
Please note the diagram above is only an example; as you ask the “Why?” questions your fish should grow a much bigger skeleton and you may even decide to spawn new fishbone diagrams for each individual subject.
The main subjects added to the backbone depend on the problem or industry; here are some examples, feel free to add your own:
• Materials, Man Power, Machinery & Methods.
• Surroundings, Suppliers, Systems & Skills.
• People, Process, Policies, Procedures.
• Product, Price, Place, Profit.
Please note that alliteration isn’t compulsory for a good Ishikawa diagram but it does make it more memorable.
Working Example
You are the Quality Control Manager at the Paper Clip Company. You have been receiving complaints that the new cable ties are breaking too easily. Arrange a brainstorming session with the Engineering department supervisors to brainstorm why the finished goods are not meeting customer expectations.
Here is a template to get you started:

When you have identified the Root Cause (or potentially multiple root causes) of a problem you may need to conduct a Force Field Analysis to identify where improvements &/or changes are needed.
For more details on Force Field Analysis please visit the Business Cornerstone Services web site.
Summary
Using different Brainstorming techniques can achieve different objectives.
A good facilitator will understand which method to use and how to coach the attendees in how to optimize the process.