Brainstorming is key to business success

MAT-SU -- During the life of a business a need often arises to develop new products and introduce them to the marketplace. A new product or service could be a modification of an existing product or an entirely new concept for the organization. New ideas can breed new life into the business, expand the target market and allow for ongoing growth and sustainability. The creation of a new product or service idea can be the brainchild of one employee or a culmination of creative thoughts from customers, friends and family. One powerful technique for creative thinking is brainstorming.

Brainstorming can be organized in a group session to elicit a long list of new ideas or individually and then shared at a later time. The key is to express as many ideas as possible, no matter how 'wild' they might seem. There should be no restrictions for the ideas generated. The important thing in the initial brainstorming session is the quantity not quality of ideas. Focus on the positive aspects of any concept, not the negative -- and do not permit judgmental comments. Brainstorming can be like a game. Each idea is tossed around and examined from all angles. It is manipulated, simplified, stretched and turned inside out. Eventually a more finite description emerges of how this new idea could be applied to current products or services.

There are many different ways to initiate brain storming sessions. One method might be to gather employees and discuss the following points:

What questions are asked most often by customers? Suppliers? Staff? Family and friends?

Why do they keep asking the same questions?

What generates these questions?

What products or services (not currently offered) are requested the most customers? Suppliers? Staff? Family and friends?

Where did they get the idea that they needed it?

Why do you think they are asking us?

What do we offer that is not accepted well customers? Suppliers? Staff? Family and friends?

What could we do to have that product be more acceptable?

What were the complaints received from customers? Suppliers? Staff? Family and friends?

What was the situation? The solution?

By analyzing these questions and allowing the group to creatively come up with new solutions and offerings for the business may come to light.

Another fun brainstorming tool is called SCAMPER. This method, created by Bob Eberle, provides a framework for creative thinking. The word SCAMPER is an acronym for the following:

Substitute -- What else instead? Who else? Other ingredients? Other material? Other time? Other place?

Combine -- How about a blend? Combine purposes? Combine material?

Adapt -- What else is like this? What other ideas does this suggest?

Modify -- Different order? Different shape? Make smaller/larger/slower/faster/bigger/thicker?

Put to other uses -- New ways to use as is? Other uses with modifications? Other places to use?

Eliminate -- What to remove? Omit? Understate?

Reverse/Rearrange -- Other layout? New sequence? Transpose? Interchange components?

Below is a chart with examples of an ordinary item that has been changed using the SCAMPER terms. Remember when there were no musical greeting cards or small-size candy bars? These are all the result of creative thinking.

Creativity is matter of perspective. Let it become part of daily life by employing the following concepts every day: Remember every act can be a creative one -- things can always be done differently. There is often more than one right answer. Do not be afraid to make mistakes. Reframe problems into opportunities. Break the old pattern.

And most important -- you need to really care about what you are doing.