Get More From Your Brainstorming Sessions With Brainwriting

Posted by Creatiq Support | Wednesday, November 22, 2017

Get More From Your Brainstorming Sessions With Brainwriting

Posted by Creatiq Support | Wednesday, November 22, 2017

Traditional brainstorming involves bringing a group of people together to
generate as many ideas as possible. Judgment of the ideas is suspended to
encourage both their quantity and diversity. The ideas are later combined and
improved. Unfortunately, this technique has a number of problems that diminish
both the quantity and diversity of the ideas:

The Human Brain’s
Limited Cognitive Capacity

It’s difficult to generate your own independent ideas while simultaneously
listening to the ideas of others. By the time your turn comes up, your initial
idea, if formed at all, is long forgotten and you merely build off another’s
idea. The human short term working memory is limited and can’t juggle and
process dozens of ideas. This means the group mostly works with the few ideas
generated at the beginning of the session, which are often the most obvious and
least innovative. The end result is fewer and less diverse ideas.

Social Pressures

Although judgment is supposed to be suspended, the participants still fear
the judgment of their peers and bosses. This fear isn’t completely unfounded
because this requirement is unenforceable. There’s nothing to stop people from
making silent judgments. It’s a simple reality that what people think of you
affect their behavior and decisions regarding you. This social effect reduces
idea diversity.

The Advantages of
Brainwriting


Brainwriting circumvents the above two influences by requiring the
participants to quietly write their ideas on their own separate sheets of
paper. After a few minutes, each person passes their paper to the individual on
their left (or right). Each participant then adds more ideas to the paper they
received. Their ideas can either be independent, or influenced by what they see
on their paper. This process is continued until the session is over. The ideas
are then evaluated, improved, and consolidated by either the group or
management.

Because people can anonymously generate ideas free from the distractions and
social influences of traditional brainstorming, lots more innovative and
creative ideas are produced. Brainwriting’s built-in inclusiveness
allows
everyone to contribute regardless of their position within the organization or
their personality traits such as dominance or shyness.