How to Brainstorm? Basic Rules of Brainstorming and Tips for Avoiding Failure

Brainstorming is a method where multiple people actively exchange opinions to generate new ideas and find hints for problem-solving. Many companies would likely want to incorporate brainstorming into their practices.

Therefore, this article will explain the overview of brainstorming, situations where it is effective, the necessary preparations beforehand, and the rules for conducting it.

Please use this article as a reference to achieve high-quality brainstorming sessions.

What is Brainstorming?

"Brainstorming" is a group method used to solve problems and draw out creative ideas. The purpose is to visualize ideas generated within the group using sticky notes and other tools, consolidate opinions, and converge ideas.
It was devised by American businessman Alex F. Osborn and adopted as a method for discovering new ideas.

Purpose and Effects of Brainstorming

The purpose of brainstorming is to promote free thinking by exchanging ideas in a group and to gather various ideas.
By conducting brainstorming effectively, the following effects can be expected:

• Discovery of new ideas and finding clues to problem-solving

• Activation of communication within the organization through mutual exchange of opinions

• Participants' thinking becomes more flexible by welcoming free opinions

Ideas that may not come to mind when thinking individually can be gathered from multifaceted perspectives by proceeding with communication in a group.

Situations Where Brainstorming is Effective

Brainstorming is effective in various business scenarios.

• Planning new projects: Gathering innovative ideas

• Problem-solving: Finding solutions to complex problems

• Developing marketing strategies: Considering new strategies that respond to consumer needs

• Product development: Examining concepts for new products

The benefits of brainstorming are that you can obtain ideas from perspectives other than your own, and you can gather various ideas in a short period of time.
Since unconventional ideas can sometimes be effective in business, it's advisable to actively utilize brainstorming in situations where you want to proceed with things from multiple perspectives.

The 4-Step Flow of Brainstorming (Brainstorming Sessions)

To conduct brainstorming effectively, it is important to proceed through the following four steps:

• Set a time limit and freely share ideas

• Record all ideas

• Categorize the ideas

• Evaluate the ideas

For each step, we will explain what specific mindset participants should have as they proceed and what aspects they should prioritize.

① Set a time limit and freely exchange ideas

First, set a time limit and freely exchange many ideas.
The reason for setting a time limit is that human concentration has its limits. By setting a time limit, the end time becomes visible, so participants know how long they need to keep going, allowing them to proceed without losing focus. In a concentrated state, the generation of a greater number of ideas can be expected.
To activate brainstorming, a large number of new ideas is essential. Since even outlandish ideas may contain hidden hints, it is important to have participants focus on the "quantity" rather than the "quality" of ideas.

②Record All Ideas

In brainstorming, it is important to record all ideas that come up.
For example, methods include recording ideas on sticky notes and posting them on the wall, writing them out on a whiteboard, or utilizing transcription tools.
For instance, by using 'Rimo Voice', an AI-powered transcription tool, the brainstorming content can be automatically recorded and transcribed, allowing you to visualize ideas effortlessly.
What's important is that "ideas are visualized in real-time for participants." By making them visible, it can also lead to the creation of further ideas. The ideal situation is to make it easy for participants to grasp the ideas that have already been presented.

③Classify Ideas

Group the recorded ideas and organize similar ones together.
Using the "KJ Method" is effective when grouping. The KJ Method is a technique where ideas are written one by one on paper such as sticky notes and then classified into similar categories.
By utilizing the KJ Method, ideas can be organized logically and compiled in a visually accessible format for participants. Information organized through grouping is easy to share with participants, which has the advantage of making subsequent progress smoother.
The purpose of grouping is to converge ideas by bringing together ideas with affinity and connecting them into a larger framework.

④ Evaluate the Ideas

Share the categorized ideas and conduct an evaluation.
The evaluation criteria vary depending on the theme, but it is good to use standards such as "feasibility," "innovation," and "impact."
For example, if you conducted brainstorming about planning a new project, ideas with high feasibility might be considered excellent. If it's brainstorming to examine concepts for new product development, ideas with innovation that can differentiate from other companies would be considered excellent.
It is important to establish evaluation criteria according to the brainstorming theme and select outstanding ideas.

Four Essential Preparations for Brainstorming Sessions

To conduct brainstorming effectively, the following four preparations are important:

• Decide on a theme

• Select participants

• Determine a facilitator

• Prepare necessary materials

The purpose of brainstorming is not simply to hold the session itself, but to generate various ideas. The quality of brainstorming can change significantly just by doing proper preparation, so let's carefully prepare each item one by one.

Decide on a Theme

First, decide on a "theme" for the brainstorming session.
The key point is to make the theme as specific as possible. For example, "thinking of ways to increase awareness of a new product." By clarifying the theme, the discussion won't deviate, and it becomes easier for all participants to face the same direction and generate ideas.
Additionally, it's effective to set a "goal" for the theme as well. For instance, "aim to generate 20 ideas within the time limit, and ultimately select one idea."
If you don't decide on a theme, the content of the discussion will become vague, so be sure to clarify it before conducting the brainstorming session.

Selecting Participants

Once the theme is decided, proceed to select the participants. What's important is to select from a wide range of attributes. In brainstorming, it is crucial to generate diverse opinions. If people with the same attributes, thinking patterns, age, and gender gather together, significant results cannot be expected.

For example, when selecting 8 participants, it's good to ensure the following criteria are varied:

• Age

• Gender

• Department

• Experience

• Position/Role

By selecting people with different expertise and backgrounds, it becomes easier to generate various ideas. Be mindful that participant attributes are not biased while making your selection.

Decide on a Facilitator

A facilitator is a person who takes on the role of moderating the discussion. Their main role is to coordinate so that the discussion proceeds smoothly and to create an environment where all participants can speak.

Without a facilitator, it can become difficult to recover when the discussion goes off track. Additionally, some participants may refrain from speaking due to concerns about their internal company evaluation after the discussion.

By having the facilitator help participants recognize that generating various ideas is the right thing to do and by improving the atmosphere, highly productive brainstorming can be achieved.

Prepare What You Need

Let's prepare the items necessary for brainstorming.
Gather sticky notes, whiteboards for recording ideas, stopwatches for time management, and cameras for reviewing discussions later, as needed.
If you don't have the necessary items ready when brainstorming begins, it will be difficult to have a high-quality discussion.
Additionally, it's convenient to have tools that can transcribe and create summaries to accurately record ideas.
Since 'Rimo Voice' can do both transcription and summary creation, please consider using it to achieve high-quality discussions.

The 4 Rules of Brainstorming

In brainstorming, it is important to understand the following 4 rules:

• Do not criticize others' ideas

• Welcome free expression

• Prioritize quantity over quality

• Build upon others' ideas

These rules are also known as "the 4 principles of brainstorming." By adhering to them, you can achieve high-quality and effective discussions.

Do not reject others' ideas

All ideas generated in brainstorming are valuable. Even if an idea differs from their own opinion, participants should accept it without criticism or rejection.
If ideas are rejected, it creates an atmosphere where people feel it's pointless to share opinions, making it difficult to activate the discussion.
One of the purposes of brainstorming is to generate various opinions. To achieve this, it's necessary to create an atmosphere where all participants can freely share ideas without worrying about their position. It would be good to share with participants in advance that they should not reject others' ideas.

Welcome Free Expression

In business, there are cases where ideas that are completely different from before become clues to solving problems or lead to new projects. By accepting even unconventional ideas and outlandish opinions that differ from established preconceptions and common sense, discussions become more active and brainstorming becomes more effective.

If the atmosphere is enjoyable and the environment is relaxed, it becomes easier to think freely. In brainstorming, generating ideas is the starting point. It is important to share with participants that "we want you to actively voice the ideas that come to mind."

Emphasize Quantity Over Quality

Among participants, there may be some who, even when they come up with an idea, think "this isn't such a great idea" or "it's inferior to other people's ideas," and consequently don't speak up.
To reiterate, in brainstorming it's important that various ideas and opinions emerge. Therefore, rather than focusing on quality, it's essential to generate as many ideas as possible.
The greater the number of ideas, the higher the likelihood that good ideas will be included. It's necessary to communicate to participants that they shouldn't worry about the quality of their ideas and that they should feel free to voice everything they think of, fostering a mindset focused on generating quantity.

Building on Others' Ideas

In brainstorming, generated ideas are visualized in real-time. It is effective to build on others' visualized ideas to create new ones.
For example, "try presenting ideas from a different perspective on the ideas that have emerged" or "try developing ideas that dig deeper." By developing thoughts based on others' ideas or combining multiple ideas, you can sometimes arrive at better concepts.
It would be good to inform participants in advance that it is perfectly acceptable to actively utilize the ideas that emerge and connect them to different thoughts.

Common Failures in Brainstorming and How to Avoid Them

There are many cases where brainstorming cannot be conducted effectively. Common failures when implementing it include the following:

• Criticizing other people's ideas

• Discussions being dominated by specific individuals

• Ideas becoming biased

• Discussions going off track and becoming disorganized

We will explain what avoidance methods exist for each of these failures.

Criticizing Others' Ideas

As stated in the rules of brainstorming, it is extremely important not to deny others' ideas. However, if there are participants who immediately reject others' opinions, the discussion will not become active. When there are people who deny opinions, there is a risk that the atmosphere will no longer be conducive to free expression. As a way to avoid this, it is important to thoroughly communicate the brainstorming rules before starting and to convey that any opinion that comes up should first be accepted. Additionally, writing "Do not deny others' ideas" on a whiteboard or wall to visually communicate the rules is also one countermeasure.

Discussions becoming concentrated on specific people

Since the value of brainstorming lies in generating various ideas from participants, it is wise to avoid having discussions concentrate on specific participants.
In particular, when discussions become heated, there is a tendency for only specific participants to speak for extended periods of time. This makes it difficult for other participants to share their opinions.
As a way to avoid this, the facilitator should take the lead in managing the session and give all participants equal opportunities to speak. For example, in a format like "Regarding XX-san's idea, what are your thoughts, YY-san?" It is important to cooperate with the facilitator at the center to create an environment where all participants can easily express themselves.

Ideas Become Biased

Even if many ideas are generated, it cannot be considered effective if the ways of thinking and perspectives are all biased.
The cause of such biased ideas lies in poor member selection. If the group is composed of members with similar backgrounds, perspectives, and positions, it can create an environment where diverse ideas are difficult to emerge.
As mentioned earlier, in order to generate diverse opinions, it is important to have a member composition with different backgrounds and specialized knowledge.
Since it's not simply a matter of gathering participants just to fill the numbers, make sure to properly confirm whether there is any bias in the member composition.

Discussions derail and become disorganized

Even when approaching brainstorming after deciding on a theme, one failure example is when the discussion veers off into completely unrelated content as it progresses. Proceeding without assigning a facilitator makes it easier for discussions to derail.

The avoidance method is to select an appropriate facilitator. By assigning an experienced and capable facilitator, it becomes possible to prevent confusion in discussions and ensure smooth progress. When the discussion strays from the essence of the topic during brainstorming, it is important to bring the discussion back on track with the facilitator taking the lead.

Frequently Asked Questions About Brainstorming

This chapter introduces three frequently asked questions about brainstorming.

• How do you select participants for brainstorming?

• How much time is needed for brainstorming?

• How do you utilize the results of brainstorming?

Please check any points of concern in this chapter and use them to conduct productive brainstorming sessions.

How to Select Participants for Brainstorming Sessions?

It is important to select participants from a wide range of attributes. By gathering members with diverse perspectives, different ideas are generated and discussions become more active.
Select people with different expertise and experience, and be careful not to have bias in age, position, etc. Note that if there are too many participants, the session can become disorganized. Furthermore, there is a risk that only specific participants will have more opportunities to speak, resulting in members who do not contribute.
While there is no definitive number for participants, it is recommended to gather around 5 to 10 people.

How Much Time is Needed for Brainstorming?

The appropriate amount of time for brainstorming is generally 1 to 2 hours in total. Since human concentration is said to last about 90 minutes, continuing for too long will cause participants to lose focus, making it impossible to conduct effective brainstorming.

By setting detailed time allocations for generating ideas, categorizing them, and evaluating them, you can complete the session smoothly within the time limit. Sharing these time allocations with participants before starting will also encourage them to be conscious of the time constraints.

When the facilitator properly manages the set time allocations, it will result in a well-paced and highly productive discussion.

How to Utilize the Results of Brainstorming Sessions?

Brainstorming is meaningless if you only conduct the session itself. A common failure is being satisfied with simply having held a brainstorming session, resulting in the ideas generated not being utilized afterward.
It's important not to leave it as a one-time activity, but to evaluate the ideas and connect them to concrete action plans. For example, it's recommended to implement measures such as distributing tasks among members, setting deadlines and establishing timelines, and calculating necessary resources.
It's advisable to proceed with preparations while anticipating in advance the process from using brainstorming ideas as a foundation through to moving into concrete implementation.

Use 'Rimo Voice' to Record Brainstorming Sessions and Easily Create Materials!

In brainstorming, it is important to "record all ideas that come up." However, recording all ideas manually requires effort and time.

To help participants focus on sharing ideas, we recommend using 'Rimo Voice'.

'Rimo Voice' is a tool with the following features:

• Automatic transcription while recording during brainstorming sessions

• AI-powered summary creation function that can be easily shared via URL (easy to distribute as materials after brainstorming sessions end)

• Click on text to play the linked audio, making it easy to confirm emotions and nuances during speech

• Ability to register members' voice data in advance

• AI identifies members during transcription and automatically separates speakers

A free trial is also available, so if you want to actively conduct brainstorming sessions, please give it a try.

Summary: Utilize Brainstorming to Turn Ideas into Reality

By effectively utilizing brainstorming, you can contribute to project planning and problem-solving. However, brainstorming cannot be established simply by gathering people together.

It is important to achieve high-quality brainstorming by confirming the preliminary preparations and rules as explained in this article. Without being bound by preconceptions or common sense, please try incorporating brainstorming to generate a wide range of ideas.