Mehrzad Manuel Ferdows, leading entrepreneur, advisor, investor and industrial engineering graduate from University of Southern California has expressed his view on brainstorming in organization. Mehrzad Manuel Ferdows started by defining brainstorming as the process of mulling over of ideas by one or more individuals in an attempt to devise or find a solution to a specific problem. Brainstorming is one of the fundamental building blocks of creativity. It creates the ideas that needs evaluating and selected ones actioning to ensure longevity of an organization. He stated that idea generation termed as ideation is something of a commodity in business. It is with brainstorming that after many years with a number of different varieties of new technologies a new business comes into the industry and make an impact. Brainstorming will also help established businesses continue to grow and develop to suit their customer base. Most people associate brainstorming with new ideas for production or marketing but it can also be used for tasks including company structure and written articles or generally internal procedures.
Key Reasons Why to Brainstorm
Mehrzad Manuel Ferdows stated that collecting viewpoints is the first and foremost benefit of brainstorming. As managers’ viewpoints may be different from those of people actioning regarding a particular service or process, brainstorming can be the best way to figure out how people feel about a product line, a service offering or the way a company is structured. Managers are not able to fully comprehend every detail involved in the day-to-day requirements. As a result, brainstorming i.e. collecting the viewpoints of others can basically help to create ideas and innovations that are widely respected within a business.
In addition, brainstorming encourages thought with inviting the wider stakeholders of a company into brainstorming, employees at all hierarchical levels will be motivated to think critically either about current issues or future goals with the ultimate goal of feeding into future endeavors within the organization. Another reason why brainstorming is of advantage is that it will build team relationships with allowing employees to share the load of innovation encouraging them to cooperate respectfully and responsibly in order to develop ideas and create viable solutions to challenges and problems in the organization. Moreover, inter-office staff will be encouraged to share their views on a particular issue resulting in increasing understanding across the business.
Brainstorming Helps with Avoiding Creativity Stifle
Mehrzad Manuel Ferdows argued that in organizations where brainstorming is not welcome there can be chances of less productivity. Brainstorming directs individuals to a path to be able to have something to say and construct a good argument or claim in a logical direction. In brainstorming the creativity of everyone is valued and appreciated in order to find a possible solution drafted to solve a particular problem. However, more reserved employees may not contribute much; there is still an open space for all staff to have their own words so creativity will be less stifled if any. In fact, team members displaying high levels of creativity in their work may seem to succeed in the course of brainstorming.
Brainstorming Displays a too Democratic Situation
In brainstorming not only everyone has the opportunity to speak, they can also have a chance to object. This inherent democratic nature of brainstorming sessions can mean compromising and combining ideas is regarded as a virtue if not possessed by the employee will lead the brainstorming processes and meeting sessions nowhere. Since all people are equals in the creative process, it is best to name this too democratic.
Build an Environment that Encourages Brainstorming
Mehrzad Manuel Ferdows stressed that there are a handful of tools to create a culture of brainstorming and idea generation within an organization. He stated that no rules or regulations need to be set for these sessions to make it as natural as it is supposed to be. Although, there are a few steps to take in order to create a culture of brainstorming like avoiding judging ideas immediately, encouraging a little wild or exaggerated ideas, thinking of ideas as building blocks, keeping focused at the task at hand, and creating a display.
When is it Appropriate to Brainstorm?
Mehrzad Manuel Ferdows stated that according to the University of Vermont Extension School it is best to brainstorm in a group situation targeting at solving a problem. It can be applied to solve the goal of a group like figuring out what needs to be done for an event, a business project or plan. In addition, brainstorming can possibly be done to make up schedules and how to assign people to perform tasks and duties as well as making decisions about when things need to be done. Having said that, there is a disadvantage to the strategy that means brainstorming can be over-applied like brainstorming about what to brainstorm in the next meeting.
Brainstorm in Small Groups or Large Groups?
Mehrzad Manuel Ferdows emphasized that although it seems more dynamic to maintain a good balance in small groups, brainstorming in large groups allows some employees, in particular introverts, to refrain from contributing to the brainstorming and, thus they will recede into the crowd. On the other hand, the more people are involved in the process, the more likely the individuals will to think as a group. This group-thinking arises when people tend to gravitate toward an idea or decision since it seems or popular. It might seem to stifle creativity in the first place, but it is essential in a brainstorming session.
Mehrzad Manuel Ferdows concluded that managers need to create a special situation where participants do not fear to express their ideas or feel their ideas will harm them if they challenge the views and feelings of those in authority. Brainstorming sessions should convey the meaning that every individual’s idea could work as valuable feedback to the manager. Managers will improve themselves as well as their employees if constructive criticism is welcomed in brainstorming sessions where every individual has a chance to have their own word and be appreciated after they have expressed their point of view.
