Conditions needed for a good brainstorming session
1. A relaxed atmosphere — click on picture for larger view.
2. The problem posed has a single focal point that is understood
3. Everyone knows the results are not important in themselves so no one really bothers to evaluate the individual ideas that are presented
4. Since no one evaluates the ideas as to their soundness, none of the participants feel restricted, except in purpose
5. During each subject, don't take longer than 12 minutes. If first run doesn't produce any ideas, discuss the next one and come back to the first later
6. During group sessions, have no more than six participants.
7. Individuals, rather than groups, need to brainstorm. Each person does his/her own brainstorming.
8 Wait until you have a list of ideas before evaluating the individual ideas.
9. Don't cast out the "ridiculous." by twisting it around, you may have a great idea.
10. Get a secretary to record ideas.
Then base final choices on the following:
Complexities involved
Does it fit the market you have targeted
Supporting knowledge and expertise involved
Brainstorming "tools"
New ways to look at things
-- this is "creativity."
Adapt -- look to ways of improving things that have been done before
Modify -- a new twist
Magnify -- what could be added?
Minimize -- what could be subtracted?
Substitute -- instead?
Rearrange -- interchange components
A concentrated study of what has been done in the past is a good beginning. Also, what has been done by others to target similar audiences? Make sure to seriously consider the information retrieved in your market analysis. Everyone in the group must feel comfortable expressing their ideas.