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For years now, I have worked with business owners, helping them to put structure to various functions within their organisations. On many occasions, I have employed Brainstorming techniques, sometimes encompassing SWOT as part of this exercise. The thing is, I still get an element of surprise at the positive results when I look for feedback from both the owners and staff. It is clear to me that many business owners do not use this approach as part of running their business, and in turn, they do not reap the rewards.

Brainstorming has many applications, from dealing with particular issues through to making decisions on how to proceed with product development, marketing, etc., etc. It is very helpful for generating ideas for specific objectives, utilizing the natural talents from within your organisation, thus providing consensus and "Buy In" from your staff.

So, how do we begin?... For Brainstorming to be of real benefit, you need to identify your objectives. Being clear on what you want to achieve is a must. Also, to get the best results, you need to appoint a "Facilitator" who ideally will have experience in running Brainstorming sessions. The role of the facilitator is to control the session and record the ideas generated, along with any decisions made. All of your key people should be involved, so that each function within your business has representation, as the outcome of the session will have an effect on each department. It is also very helpful to use a board or flipchart, and make sure that everybody has a clear view of it. Staff "Titles" need to be left outside, allowing each participant to have an equal standing within the group.

To start, provide a written objective, or "Mission Statement", so that your group has a focus, and lay out the parameters or ground rules for the session. There needs to be a relaxed atmosphere so that the session can be as productive as possible. Write the topic or "Issue" at the top of the board or flipchart, and invite each person in turn to write down an idea which they see as providing a solution, giving enough time for everybody to complete this task. Collect each persons idea, and write each one on the flipchart, eliminating duplication as you go. Now, discuss each idea through, looking at all of the possible outcomes of proceeding with each idea, (See: Scenario Planning). This process can be repeated until a consensus is reached. The key here is to ensure that everybody gets their idea across, and that the resulting idea achieves your objective insofar as a plan of action is now possible.

Note: There are many ways of conducting a Brainstorming session, and likewise the ground rules can vary. What is clear is that when done properly, this exercise can have excellent results, providing direction on strategic decisions for your business. Contact Us for practical guidance on running your Brainstorming session. We are available to Facilitate where necessary.