Who developed the brainstorming method. Brain attack, method: description, technology and reviews
The investment policy of commercial banks involves the formation of a system of targets for investment activity, the choice of the most effective ways their achievements. In the organizational aspect, it acts as a set of measures for organizing and managing investment activities, aimed at ensuring optimal volumes and structure of investment assets, increasing their profitability with an acceptable level of risk. The most important interrelated elements of the investment policy are the tactical and strategic processes of managing the bank's investment activities.
Under the investment strategy understand the definition of long-term goals of investment activities and ways to achieve them. Its subsequent detailing is carried out in the course of tactical management of investment assets, including the development of operational goals for short-term periods and means for their implementation. The development of an investment strategy is thus the starting point of the investment management process. The formation of investment tactics takes place within the framework of the given directions of the investment strategy and is focused on their implementation in the current period.
It provides for determining the volume and composition of specific investment investments, developing measures for their implementation, and, if necessary, compiling a model for making management decisions on exiting an investment project and specific mechanisms for implementing these decisions.
Banks, buying certain types of securities, seek to achieve certain goals, the main of which include:
- - safety of investments;
- - profitability of investments;
- - growth of investments;
- - liquidity of investments.
Investment security refers to the invulnerability of investments from various shocks in the stock market, the stability of income and liquidity. Security is always achieved at the expense of profitability and investment growth. The optimal combination of security and profitability is achieved by careful selection and constant revision of the investment portfolio.
The main principles of effective investment activity of banks are:
- - firstly, the bank must have professional and experienced specialists who make up the securities portfolio and manage it. The result of the bank's activity to a decisive extent depends on the effectiveness of investment decisions;
- - secondly, banks act more efficiently, the more they manage to distribute their investments among various types of stock values, i.e. diversify investments. It is advisable to limit the investment by types of securities, sectors of the economy, regions, maturity, etc.
- - thirdly, investments must be highly liquid so that they can be quickly transferred into instruments that, due to changes in market conditions, become more profitable, and also so that the bank can quickly get back the funds invested by it.
Investment portfolio commercial bank usually consists of various securities issued by the federal government, municipalities and large corporations.
To assess the feasibility of acquiring certain securities, there are two main professional approaches; most large commercial banks conduct both fundamental and technical analysis.
Fundamental analysis covers the study of the activities of industries and companies, analysis of the financial condition of the company, management and competitiveness. It consists of industry analysis and company analysis. In an industry analysis, the bank determines the industries that are of greatest interest to it, and then the leading companies are identified in these industries, and among them the company whose shares it is advisable to purchase is selected.
Technical experts are based on the study of exchange (or off-exchange) statistics; analyze the change in supply and demand, the movement of stock prices, the volumes, trends and structure of stock markets on the basis of diagrams and graphs, predict the possible impact of the situation on the market on the demand and supply of securities. The analysis of companies is divided into quantitative and qualitative.
Qualitative analysis is an analysis of the effectiveness of company management; quantitative - studies of various kinds of relative indicators obtained by comparing individual articles of the company's financial report.
Comparisons are made with similar enterprises and industry average data of the main absolute indicators of its activities (sales volume, gross and net profit), the study of changes and profitability of sales and profitability of capital, in net income per share and the size of the dividend paid on shares. Investment securities generate income for commercial banks in the form of interest income, commissions for the provision of investment services, and market value growth.
World experience has not developed an unambiguous approach to the problem of using banks' own funds when acquiring shares of other legal entities: in some countries, the participation of banks in the capital of other structures is not limited (Germany), in some countries it is strictly prohibited (USA, Canada). The Bank of Russia has chosen an intermediate option for regulating this area - the Central Bank of the Russian Federation can control the work of the bank, but is not in a position to interfere in the activities of other economic entities that are not credit institutions, and, therefore, is not able to determine the degree of commercial risk.
The main risks in investing are associated with the possibility of: loss of all or a certain part of the invested funds; · depreciation of the means placed in securities at growth of inflation; non-payment in full or in part of the expected return on invested funds; Delays in earning income · Emergence of problems with re-registration of ownership of acquired securities.
After determining the investment objectives and types of securities to purchase, banks choose a portfolio management strategy. According to the methods of conducting operations, strategies are divided into active and passive.
All active strategies are based on forecasting the situation in various sectors of the financial market and active use bank specialists forecast adjustments to the securities portfolio. Passive strategies use the forecast for the future to a lesser extent. A popular approach in such management practices is indexing, i.e. securities for the portfolio are selected based on the fact that the return on investment must correspond to a certain index and have a uniform distribution of investments between issues of different maturity. At the same time, long-term securities provide the bank with higher income, and short-term securities provide liquidity. A real portfolio strategy combines elements of both active and passive management.
The most important reason for the significant increase in bank investment in securities is that relatively high level income on them, less risk and high liquidity in comparison with credit operations.
The most important characteristic of the forms and types of banking investments is their evaluation from the standpoint of a combined investment criterion, the so-called magic triangle "profitability-risk-liquidity", which reflects the inconsistency of investment goals and requirements for investment values.
Banks work mainly not on their own, but on attracted and borrowed resources, so they cannot risk their clients' funds by investing them in large investment projects, if this is not secured by appropriate guarantees. In this regard, when developing their investment policy, commercial banks should always proceed from real risk assessments, economic efficiency, financial attractiveness of investment projects, the optimal combination of short, medium and long-term investments. At the same time, the existing investment system is not only an internal affair of the bank itself. In accordance with the basic principles of banking regulation, an integral part of any supervisory system is an independent review of the bank's policies, operations and procedures related to the issuance of loans and capital investment, as well as the ongoing management of the loan and investment portfolios.
Consequently, commercial banks must clearly work out and formally fix the most important activities related to the organization and management of investment activities. Essentially we are talking on the development and implementation of sound investment policy. The development of the bank's investment policy is a rather complicated process, which is due to the following circumstances. First of all, due to the duration of investment activity, it should be carried out on the basis of a thorough prospective analysis, forecasting of external conditions (the state of the macroeconomic environment and the investment climate, the investment market and its individual segments, taxation and state regulation banking activities) and internal conditions (the volume and structure of the market resource base, the stage of its life cycle, development goals and objectives, the relative profitability of various assets, taking into account risk and liquidity factors, etc.), the probabilistic nature of which makes it difficult to form an investment policy.
In addition, the definition of the main directions of investment activity is associated with large-scale problems of research and evaluation of alternative options for invested decisions, the development of an optimal investment development model from the standpoint of profitability, liquidity and risk. Volatility significantly complicates the development of investment policy external environment activities of banks, which determine the need for periodic adjustment of investment policy, taking into account predicted changes and developing a system for prompt response. Therefore, the formation of the investment policy of banks is associated with significant difficulties, even in a steadily developing economy.
A prerequisite for the formation of investment policy is the general business policy of the bank's development, the main objectives of which are priority in the development of strategic objectives of investment activity. Representing an important component of the overall economic policy, the investment policy is a factor in ensuring the effective development of the bank.
The main goal of the investment activity of the bank can be formulated as an increase in the income of investment activity with an acceptable level of investment risk. Apart from common purpose, development of an investment policy in accordance with the strategy chosen by the bank economic development provides for taking into account specific goals, which are:
- - ensuring the safety of banking resources;
- - expansion of the resource base;
- - diversification of investments, the implementation of which reduces the overall risk of banking activities and leads to an increase in the financial stability of the bank;
- - maintaining liquidity;
- - expansion of the bank's sphere of influence through penetration into new markets;
- - increasing the circle of clients and strengthening the impact on their activities through participation in investment projects, in the creation and development of enterprises, the acquisition of securities, shares, shares in the authorized capital of enterprises.
Determining the best ways to implement the strategic goals of investment activity involves the development of the main directions of investment policy and the establishment of principles for the formation of sources of investment financing. In accordance with these criteria, the following areas of investment policy can be distinguished:
- - investing in order to receive income in the form of interest, dividends, payments from profit;
- - investing for the purpose of generating income in the form of capital gains as a result of an increase in the market value of investment assets;
- - investing for the purpose of generating income, the components of which are both current income and capital gains.
Orientation to one of the above directions is a key link in the formation of investment policy, which determines the composition of investment objects, the source of income, the level of acceptable risk and approaches to investment analysis.
When the investment policy is oriented towards capital growth, the stability of the increase in the market value of investment assets comes to the fore, and their profitability is considered only as one of the factors determining the value of assets.
A policy aimed at capital growth is associated with investing in investment objects, which are characterized by an increased degree of risk due to the possibility of depreciation of their value. An increase in the market value of investment objects can occur both as a result of an improvement in their investment qualities and short-term fluctuations in market conditions. At the same time, the role of the speculative component increases.
Peculiarities of this type investment policy determine the strengthening of the role of perspective aspects of the analysis in comparison with the retrospective and current analysis in making investment decisions.
The choice of the direction under consideration as a priority is typical for an aggressive investment policy, the purpose of which is to achieve high efficiency of each investment operation, to maximize income in the form of the difference between the price and acquisition of an asset and its subsequent value with a limited investment period.
In the practice of banking activities, the directions of investment policy can be combined in various forms, which, as a rule, make it possible to strengthen the advantages and mitigate the disadvantages. A variant of such a combination is a moderate investment policy, in which the preference is for a sufficient amount of income in the form of both current payments and capital growth with an investment period not limited by strict limits and moderate risk.
The development of an investment policy involves not only the choice of investment directions, but also taking into account a number of restrictions associated with the need to ensure a balance in the investment investments of a commercial bank. Objectives and restrictions are established by the legislative and regulatory acts of the monetary authorities, as well as the management bodies of banks.
central bank Russian Federation regulates the investment activities of commercial banks, defining priority investment objects and limiting risks by establishing a number of economic standards (the use of bank resources for the acquisition of shares, issuance of loans, reserves for the depreciation of securities, bad loans), differentiated risk assessments for investments in different kinds assets.
The organization of the investment policy in the bank involves the development of internal guidance documents that fix the basic principles and provisions of the investment policy. The experience of banking practice testifies to the expediency of formulating an investment policy in the form of an investment program.
Reflecting the goals of investment, the investment program determines the main directions of investments and sources of their financing, mechanisms for making and implementing investment decisions, the most important characteristics of investment assets: profitability, liquidity and risk, their ratio in the formation of the optimal structure of investment investments.
The limit of acceptable risk is the weighted average cost of attracting investment resources. Having established the preferred forms of income in the process of developing the main areas of investment, the investor determines the share of each form in the total income from investment investments.
Management of investment activities provides for the analysis of the structure of assets to bring them in line with the structure of investment resources and ensure the required level of liquidity. The liquidity of investment assets should be associated with the nature of the liabilities that are the source of their financing.
This method was first proposed in 1941 by the American A.F. Osborne. The method consists in the procedure of group creative thinking, more precisely, it is a means of obtaining a large number of ideas from a group of people on a given problem in a short period of time. The efficiency of the method is very high. Six people can come up with 150 ideas in half an hour. A design team working with conventional methods cannot even imagine that the problem they are considering has such a variety of aspects.
There are quite a few brainstorming schemes, but in the general mass there are no strong differences in the structure of the process.
1. Preparation: choosing a problem and working through it through individual reactive techniques. For example:
a) a problem
b) questions for elaboration;
c) choosing the main way to solve the problem;
d) testing all paths appearing in the field of consciousness. The purpose of this stage is to assess the essence of the problem and determine the main path in the direction of group work.
2. Formation of a creative group:
a) the number of participants varies from 7 to 12 people;
b) the social status of the members of the group should be approximately equal. The main selection principle is the diversity of professions, qualifications, experience (such a principle will help expand the fund of a priori information that the group has);
c) the presence in the group of several knowledgeable people (who would give scope to the imagination of the participants);
d) the discussion of the problem should take place in a comfortable and relaxed atmosphere;
e) the process is managed by the head or the chairman, and the secretaries-observers present - fix the statements and behavior of the speakers;
f) the time of the procedure is either agreed in advance, or the process is carried out until a noticeable weakening of the intensity of the expression of ideas and an increased repetition of points of view already expressed;
g) any ideas that have arisen both individually and by association when listening to other proposals are welcome, including those that only partially improve other people's ideas.
3. Brainstorming procedure:
a) introduction (about 15 minutes) - the host talks about the essence of the method, explains the rules for the participants.
b) generation of ideas - the expression of ideas in a free form. If new ideas are delayed, the facilitator asks the participants to think about the problem, look at the board, or stop the brainstorming session;
c) questions - if necessary, it is allowed to ask the participants to clarify the point of view and eliminate gross ambiguities in the statements.
4. Conclusion - evaluation of ideas and development of alternative solutions (can be carried out with participants " brainstorming»).
Basic Rule "brainstorming" is the rejection of criticism and evaluation of ideas during the third phase, where the generation of ideas takes place directly, which makes it possible to obtain the largest number of ideas, and therefore increases the likelihood of solving the original problem. It is believed that the very possibility of criticism inhibits the imagination, so it is strictly prohibited during brainstorming.
When voicing an idea, the group listens and writes down on their cards new thoughts and considerations about the decision they heard.
Collected cards are sorted and analyzed most often by another group of experts.
General output such a group, where the idea of one can lead the other to something else, often turns out to be more than total number ideas put forward by the same number of participants, but working alone.
There are many great examples of successful brainstorming. An example of one of them, illustrating the benefits of the prohibition of criticism.
During the war, the problem arose of countering enemy mines and torpedoes at sea. To solve this problem, the brainstorming method was used. One of the participants proposed at first glance the following frivolous solution: "Let, as soon as a mine or a torpedo is found, the whole team will stand on board and blow on it." Upon further analysis, the rational grain of this idea was laid in the solution of the problem. With the help of powerful pumps, they created streams of water and repelled mines.
Brainstorming” in reverse (“folded brainstorming”)
This method is much like brainstorming, but it requires the participants to provide critiques of the proposed ideas.
The main difficulty of the method is maintaining the correct attitude of the participants to each other during the discussion.
synectic method
This method was first proposed by W. J. Gordon in 1960. The inventor himself defined synectics as: “the connection together of various and at first glance, insignificant elements.”
The essence of this method lies in the collective study of background information, decomposition of the problem into its constituent elements and the search for a solution based on natural analogies. Moreover, the composition of the group (usually 5¸7 people) is carefully selected, as well as its experienced leader. The group is created to solve creative problems for a long time.
In contrast to brainstorming, the goal here is not the number of alternatives, but the generation of a small number of alternatives (even a single alternative) that allow this problem. The effectiveness of synectics has been demonstrated in solving specific technical problems such as “to design an improved can opener”, “to develop a hermetic fastener for an astronaut’s suit”, there is a known case of a synectic solution of an economic problem more general plan: “To develop a new type of product with an annual sales potential of $300 million. There are attempts to use synectics in solving social problems such as: "how to distribute public funds in the field of urban planning." The most famous example of the use of synectics is the invention of the so-called vertebral antenna. The challenge was to develop a 20m antenna that could straighten and fold very quickly and be carried by one person. During the session, the participants remembered the dinosaur's spine, which was long and elastic, which allowed the animal to rise high. When returning to the original problem, it was proposed to construct an antenna from plastic parts through which a cable is passed. Depending on whether pressure is applied to the part, the antenna expands or remains folded.
When creating a group, members are selected on the basis of flexibility of thinking, practical experience (preference is given to people who have changed professions and specialties), psychological compatibility, sociability, and mobility. Having developed some collaborative skills, the group conducts a systematic directed discussion of any analogies to the problem to be solved that spontaneously arise in the course of conversations, using various types of similarity: direct, for example, copies of works of art; indirect (similar, for example, the reduced size of the pilot plant, allowing you to recalculate the parameters of the process); clock - analogue of time; experimental animals for doctors - analogues human body; autopilot - an analogue of a pilot; and conditional (money is the model of value; identity card is the official model of the owner).
The emancipation of the imagination, intense creative work create an atmosphere of spiritual uplift. There are psychological difficulties that arise in beginners, exhaustion nervous system as a result of hard work. The success of the work of synectic groups is facilitated by the observance of the following rules:
2) everyone has the right to stop work, without any explanation, at the slightest sign of fatigue;
3) the role of the leader periodically passes to other members of the group.
In the United States, a special firm, Synectics, Incorporated, has been established to provide consulting and training in the field of synectics.
When preparing a person to work in a synectics group, special and lengthy training is required: during the year, 25% of one's working time must be spent on study.
A team of trained, full-time synectors is able to find acceptable solutions to about four minor and two major problems over the course of a year.
Gordon Method
This is another collective method invented by W. J. Gordon. It assumes that the participants working group they don’t know in advance what kind of problem will be discussed, so they are not shackled by templates. The facilitator in the most general terms sets out some concept related to the problem under consideration. Participants present their ideas for overclocking”, and then, under the guidance of the facilitator, the original concept is refined. After that, the same problem is revealed, for the sake of which the discussion was started. As a result, already “warmed up” participants begin to make very specific proposals and think about how to implement them.
Targeted Discussion Method
For the first time, the method of targeted discussions began to be used in the early 50s of the XX century. Its essence is to hold a meeting directed by the facilitator in order to involve all participants in an open and interested discussion and not allow the meeting to turn into a series of passive answers to questions. Focused discussions are also a great way to assess the viability of new ideas. The difference between this method and the brainstorming method and the Gordon method is that the participants first prepare their point of view on the problem being solved.
1.6 Bottleneck Inventory Method
This is one of the options for targeted discussion. Participants of the targeted discussion are pre-compiled with a list of “bottlenecks” on any problem (for example: process control, improving product quality or expanding its distribution channels).
The method often turns out to be very effective, since it is easier to analyze already known “bottlenecks” than to look for them. The most difficult moment - compiling if possible complete list"bottlenecks". If such a list is made, consider that you have gone more than half way.
Method of control questions.
The essence of the method is that the generation of solutions is, as it were, guided by a list of control (leading) questions, which are compiled by different participants or experts. The participants in the discussion answer these questions in writing (very briefly), on one sheet and pass them around to each other. Thus, everyone gets acquainted with the options for solving others and gives considerations on this matter.
1.8 Integral method “Meter”
This method was proposed in 1972 by Boulvin. This method combines individual techniques of brainstorming, synectics, morphological tables and the analog method of Meter. It is used to make decisions under conditions of risk and significant uncertainty. In general, the block diagram of the “Metra” method consists of the following steps:
The first stage is the formulation of the problem and its analysis. Statement of the problem, generation of initial ideas for solutions;
The second stage is the "choice". It branches into three simultaneous procedures:
a) “fragmentation” of the problem with the help of analogies and associations;
b) combinatorial construction of morphological tables;
c) correlation of goals and means to meet them;
· the third stage is the analysis of the first results, the formulation of a “new” problem and the search for its solution by “brainstorming”. Various solution methods are compared with the initial criteria of the problem, and the initial and obtained results are compared. A decision is made to continue or stop work, a return to the original problem is made. The resulting solution is reanalyzed and compared with the original problem, after which one of the solution options is approved.
1.9 Method “635”
This method is a kind of brainstorming. Six participants receive a written statement of the problem, each must offer at least three solutions. Then, for five minutes, the participants pass their ideas to a neighbor, in a circle. The ideas of all members of the group are introduced to the ideas, and the original sentences are varied five times, thanks to the presentation of their approaches to the points of view of the group members.
Delphi method
It consists in developing an “averaged” solution based on the results of several stages - a survey of a number of experts in solving this problem. Moreover, after each of the stages, individual participants are given considerations on the points of view of other experts. The process of step-by-step questioning continues until the change in the points of view of experts stops or until they come to a relative agreement.
Salami Method.
The essence of this method is the preliminary "crushing" of the original problem into separate components and the distribution of the details of the problem to solve the individual components of the problem. There is a formation creative team to develop a final (generalized) solution for the entire original problem. This tactic is described by almost everyone who writes about negotiations, conflicts and how to resolve them. Perhaps it's all about the memorable taste and smell.
Raw smoked sausage is best eaten when it's thinly sliced, and trying to bite into a large piece can cause your teeth to get stuck - if not broken. That is, from each requirement, which is difficult to see through at one time, you can cut off thin Pieces and by such actions bring the matter to a beneficial result for yourself.
The "brainstorming" method is widely used for systematic training creative thinking and its activation.
It is known that criticism or even fear of criticism interferes with creative thinking. Of course, any new idea can be wrong. If the author is afraid of criticism, which may be caused by the fact that his idea is bad, he will not express unverified thoughts. In this case, many potentially good ideas will be lost. In order to eliminate the fear of criticism when generating an idea and the consequences it causes, A. Osborne developed a method of so-called "brainstorming". His book Applied Imagination, published in 1957, was adopted as the basis for lecture courses at the Massachusetts Institute of Technology, as well as in other higher educational institutions USA, in colleges, research institutes and industrial companies.
The method proposed by A. Osborn is used to identify as many original ideas as possible. In essence, it is a modified method of free association. The emphasis is on relaxing attention to the critical evaluation of the value of individual ideas. What matters is not their quality, but quantity. Criticism of the ideas put forward is made later, after the "creative session" is over.
The main rules for holding meetings (sessions) using the "brainstorming" method are recommended:
Formulate the problem in basic terms, single out a single central point.
Do not declare false and do not stop researching any idea.
To take up an idea of any kind, even if its relevance seems dubious at the time.
Provide the support and encouragement that is so necessary to free participants from their inhibitions.
Evaluate and select ideas only after the end of the session with the help of a group of experts, preferably not participating in the session.
The success of the brainstorming meeting in to a large extent depends on its leader, who must be able to conduct meetings in accordance with certain rules, master the necessary techniques, be able to ask questions, prompt or clarify ideas submitted, ensure that there are no long pauses in the expression of ideas or that the expression of ideas does not occur only in rational direction (if this happens, the leader must take preventive measures, for example, suggest a deliberately fantastic or impractical idea, direct the reasoning along a less rational channel with a leading question).
The allowed number of participants in the meeting is from 4 to 15 people. The duration of the meeting according to the method of direct collective "brainstorming" - from 15 minutes to 1 hour, depending on the nature and complexity of the problem. A secretary is assigned to record the ideas expressed or a tape recorder is used.
The group of experts carefully studies the statements of the participants in the meeting, paying special attention to the possibility of using original, although, at first glance, unrealistic ideas. Experts first select ideas that can be implemented at a given state of the art, then they select the best ideas for application in specific conditions.
In the event that it is necessary to identify shortcomings and contradictions in the technical object to be improved, a reverse "brainstorming" is carried out. In reverse brainstorming, in contrast to direct brainstorming, the main attention is paid to critical remarks, and the choice is made not of a general, but of a purely specific technical (or technological) task.
The Soviet researcher A. Alexandrov proposed an analogue method with a destructive relative valuation. Its essence lies in the activation of the creative potential of the inventor in the collective generation of ideas with the subsequent formation of counter-tides. This provides for a step-by-step sequential implementation of a number of procedures:
the first stage is the formation of a group of participants in the dialogue, optimal in size and composition;
second stage - creation of an analysis group problem situation, the formation of the initial broadly defined inventive task, the message of the task together with the description of the method of the destructive referred estimation to all participants of dialogue;
the third stage is the generation of ideas according to the rules of direct collective "brainstorming", special attention at this stage is paid to creating a creative atmosphere and a relaxed atmosphere; a pre-prepared list of ideas is not allowed to be read out; each participant can perform several times, but not in a row;
the fourth stage is the systematization of ideas by the problem situation analysis group; in the process of systematization, a nomenclature list of the expressed ideas is compiled; each idea is formulated using commonly used terms, after which it is analyzed in order to identify duplicate and (or) complementary ideas; the main, duplicating them and (or) supplementing ideas are combined and formulated in the form of complex ideas; signs are studied by which complex ideas can be combined, according to these signs, ideas are classified into groups, a list of groups of ideas is compiled, expressing general principles approach to problem solving;
the fifth stage is the destruction of ideas, i.e. assessment of their feasibility in the process of "brainstorming"; "brainstorming" at this stage is aimed at a comprehensive consideration of possible obstacles to the implementation of ideas;
the sixth stage is an assessment of the critical remarks made during the previous stage, the compilation of a final list of practically used ideas, only those ideas that were not rejected due to critical remarks, as well as counter-ideas, are included in the list.
The method of dialogue with destructive related evaluation was used in teaching students of a number of universities. At the same time, it was found that the most effective results are achieved when all participants in the brainstorming session are rationally divided into three groups: generating ideas, analyzing the problem situation and evaluating ideas, generating counter-reviews. Groups can work independently. In some cases, repeating meetings with some modification of the wording of the same task and at the same time replacing the functions performed by groups (for example, transferring the responsibilities of the idea generation group to the analysis group, the idea generation group to the responsibilities of the counter-generator group and the counter-generator group to the responsibilities of the generation group) gives effective results. ideas).
The "brainstorming" method is usually used as a group method using the techniques of analogy, fantasy, inversion, empathy, but there are reports of its individual use. This method gives the best results when searching for solutions that are not exact, special, but are of a general or organizational nature. Sometimes simple inventive problems are solved with the help of this method.
The most famous method of psychological activation of thinking is "brainstorming", proposed by A. Osborne (USA) in the 40s.
"Brainstorming" is a collective method of searching for inventive solutions and new business ideas, the main feature of which is the division of participants into critics and "generators", as well as the division of the process of generating and criticizing ideas in time. In addition, "brainstorming" involves the implementation of a number of rules:
- 1. You can not criticize the proposed ideas, disputes and discussions are prohibited.
- 2. Any ideas are welcome, including fantastic ones. There are no bad ideas.
The development, improvement and combination of other people's ideas is encouraged.
Ideas should be stated briefly, without interrupting the baton of ideas.
The main goal is to get as many ideas as possible.
Mandatory conditions for brainstorming are the creation of favorable conditions for overcoming psychological inertia and the fear of expressing ridiculous ideas for fear of their criticism, attracting specialists of various profiles to the group, and their propensity for creative work. The group leader (leader) should be a specialist in the methods of technical creativity.
"Brainstorming" is a fairly universal method, which can be used in scientific, technical, administrative, commercial, advertising activities, both to search for non-standard solutions in technology, and to search for new business ideas.
Methods for finding new ideas and solutions. Brainstorm
Brainstorm- one of the most famous methods of collective search for solutions. It is used when searching for solutions in various areas human activity with a lack of information.
Other names: brainstorming, direct brainstorming (Brainstorming). The author of the method is A. Osborne (USA), late 1930s. XX century.
Purpose of the method
Stimulate the group to quickly generate a large number of diverse ideas.
The essence of the method
- · Separation in time of the process of generating ideas and the process of their evaluation.
- ·Group ideation process.
- · The process is managed by a professional facilitator who is able to ensure compliance with all conditions and rules.
- · Ideas are not yet a solution to a problem, but the emergence of a direction for its solution.
- · The universality of the method is inversely proportional to its effectiveness.
Action plan
- · Select a group of people to generate ideas and a group of people to evaluate ideas (4-8 people each).
- · Familiarize participants with the rules of brainstorming.
- ·Clearly formulating the problem and presenting it in a form that is most convenient for the participants.
- Strictly follow the rules of brainstorming.
- ·After the meeting of "generators" ideas are considered by a group of experts in the field.
Rules for Brainstorming
- · Quantity of ideas is preferable to quality.
- · Criticism of ideas at the stage of generation is prohibited.
- · There should be no boss in the idea generation group.
- · No bad ideas! Any ideas are welcome.
- · Any idea should be developed, even if its relevance seems doubtful at the moment.
- · Encouraging jokes, puns, fantastic ideas.
- ·Providing support and encouragement for the release of meeting participants from constraint.
- · Keep your ideas short.
- · All put forward ideas are fixed and then edited.
- · When evaluating ideas, obviously erroneous and unrealistic ones are discarded.
Stages of brainstorming
1. Preparation
o Appointment of leader.
oSelection of participants for working groups.
o Selection of factual material.
oTraining and briefing of participants.
o Ensuring the activities of the participants.
2. Putting forward ideas
o Clarification of the task.
o Generation of ideas.
o Elaboration and development of the most valuable ideas.
o Recording proposals.
oEditing the list of ideas.
3. Evaluation and selection of ideas
o Understanding the problem.
o Definition of evaluation criteria.
oClassification and evaluation of ideas.
o Development of ideas based on analysis.
- · Ease of development and simplicity in the address.
- · Insignificant expenses of time for carrying out.
- ·Universality of the method.
- · Most effective in solving organizational problems, as well as technical problems of a low level of complexity.
Flaws
- · Solving relatively simple problems.
- Lack of criteria giving priority areas putting forward ideas.
- · No guarantee of finding strong ideas.
Delphi type method
Script Type Method
round table method
Group Decision Method Phases
Introductory - familiarization of participants with the problem being solved; establishing the order of conduct and discussion.
Nodal - the free expression of ideas and opinions, without fear of consequences.
Final - generalization and summing up. The final one is decision making.
Method of preparing and agreeing ideas about a problem or object in writing
Includes a description of development trends, the relationship between the characteristics of the solution, a list of possible states and hazards.
Provides an opportunity to assess the most probable course of events and possible consequences decisions.
Scenario Models:
Descriptive (fixing properties and parameters);
Exploratory (use of methods of quantitative assessments);
Normative (systematization of problems by importance, time and resources).
Scenario development is a combination of predictive methods such as brainstorming, deduction, extrapolation, analogy, analysis, and synthesis. The main idea of the scenario is the assumption that events will continue to develop as before, that the trends that have emerged in the past will basically continue.
The purpose of the scenario is to study the conditions and find the moment when the enterprise under study begins to experience a crisis and begins to collapse under the influence of internal causes, even if no extraneous external influences follow.
Iterative procedure for brainstorming
It is based on a consistent individual survey of experts and iterative reduction of opinions to a single one.
It is held in several rounds.
The results of processing questionnaires-tasks of the previous round are returned to the experts.
The effectiveness of the method depends on the coordinator-organizer of the experts' work.
Developed in the USA in the 1950s.
It was named after the city of Delphi, which arose near the temple of Apollo (built in 880 BC), whose priests formed an expert council for predicting future events.
The group creative thinking procedure, more precisely, is a means of obtaining a large number of ideas from a group of individuals in a short period of time. It is considered normal if within 1.5 hours (two academic hours) the group produces up to a hundred ideas.
The concept of brainstorming has become widespread since the early 1950s as "a method of systematically training creative thinking" aimed at "discovering new ideas and reaching agreement among a group of people based on intuitive thinking."
Methods of this type are also known as:
brainstorming,
ideas conferences,
Collective idea generation (CGI).
Depending on the accepted rules and the rigidity of their implementation, there are:
Direct brain attack
exchange method,
Methods such as commissions, courts (when one group makes as many proposals as possible, and the second tries to criticize them as much as possible),
Brainstorming in the form of a business game.
phases of brainstorming.
1. Preparation
The first phase involves choosing a problem and working through it through individual reactive techniques.
For example:
a) the problem is “how to succeed in the modern market?”;
b) elaboration of the problem with the help of the questions proposed in the previous section;
c) the choice of the main way to solve the problem put forward;
d) testing all paths appearing in the field of consciousness. Such preparatory work enables the manager to assess the essence of the problem and draw a conclusion about the main directions of group work.
2. Formation of a creative group
The greatest success of brainstorming will be ensured by observing following conditions:
The group should consist of about ten people;
social status participants should be approximately equal;
There should be only a few people in the group who are knowledgeable about the problem at hand to allow full play to the imagination of the participants. Persons with special knowledge are undesirable. Their desire to comprehend the ideas expressed in accordance with the existing experience can shackle the imagination;
The discussion of the problem should take place in a comfortable and relaxed atmosphere. Participants must be in a state of "relaxation".
The leader must preside. He should refrain from putting pressure on participants;
The secretaries-observers are appointed in the group, who record the statements and behavior of the speakers.
3. Brainstorming procedure
There are three stages here:
1. Introduction
Lasts up to 15 minutes. The facilitator speaks about the essence of the method, explains the rules for the participants' actions. Announces a problem, such as "How to succeed in today's market?" Problems are written on the board. The facilitator explains the reason for putting forward the chosen topic, then asks the participants to suggest their own wordings, which are also written on the board.
2. Idea generation
Participants in the discussion express their ideas in free form, which are recorded on the board. For this, appointed secretaries or assistants are involved. As soon as there is a delay in coming up with new ideas, the facilitator asks the participants to reflect on the problem, look at the board. After a pause, a new flash of ideas usually begins. If this does not occur, the leader will give out forms with questions, the answers to which generate such an outbreak.
3. Questions
4. Conclusion
There can be two options here:
"Classic" version. The facilitator thanks the participants for the work done and informs that the ideas expressed will be brought to the attention of specialists who can evaluate them from the point of view of their application in practice. If brainstorming participants have new ideas, they can submit them in writing to the discussion leader. As you can see, this is not the best procedure for completing a brainstorm. In this regard, other options for the final part of the classes are also practiced.
Lightweight option. Evaluation of ideas is carried out by the brainstorming participants themselves. Various approaches are used here:
1. The participants in the discussion develop criteria for evaluating ideas. These criteria are written on the board, arranged in order of importance.
2. The ideas put forward are grouped according to the appropriate grounds, which are determined by the content of the ideas.
3. The most promising group of ideas is determined. Each idea in this group is evaluated according to the evaluation criteria.
4. Testing ideas with the opposite method: “How will this idea, if implemented, fail?”
5. The most "wild" ideas are determined, which they try to remake into practically possible ones.
6. Each participant, as it were, again does a "brain attack" for himself personally, creating something new on the basis of already fixed ideas.
7. The group selects the most valuable ideas, arranges them in order of importance and proposes them for implementation in practice.
8. Spread valuable ideas on how to succeed in the market by industry:
Planning and forecasting;
Marketing;
operational management of production;
Personnel Management.
Brainstorming is a method that is incredibly popular today. With it, you can find alternative ways to solve complex problems. In addition, it allows the individual to reveal his inner potential. This method is most often used in large teams at meetings when you need to come to a specific decision.
Brainstorming is a method that implies that all participants in the process will show pronounced activity. The situation when employees of one enterprise express their individual opinion in turn allows everyone not to stand aside and be heard. In the conditions of modern reality, when the boss often does not have the opportunity to devote time to each employee, this method is just a godsend.
History and description
The method of brainstorming (brainstorming) first appeared in 1930, and it was described much later - in 1953. The author of this concept is the American researcher Alex Osborne. At one time, this scientist defended free speech and recommended his method mainly for the correct planning of any entrepreneurial activity. Brainstorming is still used by leading businessmen to organize and conduct business. Its usefulness is noted: labor productivity is growing, profits are increasing, new ideas appear as if by themselves.
The essence of the brainstorming method is as follows: managers and employees gather in the meeting room. The general task to be solved during the meeting is voiced. Each of the participants has the opportunity to openly express their point of view, challenge the partner's concept, discuss the results, and make additional assumptions. From the outside, it seems that colleagues deliberately oppose different concepts to each other in order to reach a new understanding of the essence of things.
direct brain attack
This is the most common option that allows you to quickly solve an urgent problem. Direct brainstorming implies that during the process the most significant and relevant issues related to the implementation of certain projects, the development of activities, etc. will be discussed. Not many modern leaders realize that it is possible to hold regular meetings, planning meetings and various gatherings, using creativity. One has only to add a little variety to the boring course of professional everyday life, as employees begin to generate stunning ideas themselves. The leader can only wonder where all this potential has been hiding so far. The use of this method allows you to improve relationships in an established team, overcome various psychological barriers and barriers.
Reverse brainstorming
It is used in the case when a certain concept turned out to be unprofitable for some reason, reached a dead end, and it is urgently required to develop a new one. This implies that the participants in the process will actively challenge each other's thoughts. Disputes and polemics are allowed here. Reverse brainstorming is useful when there are unresolvable contradictions in the enterprise that require radical intervention.
Employees can express whatever they really think, their freedom is not limited by anything. It is hardly possible to find something as effective and efficient as the method of reverse brainstorming. The description of the problem, the concentrated attention to the details of several people at once will allow you to approach the solution of the issue in time and from the best side.
individual brainstorming
It can be applied in the case when a person urgently needs to reach a specific result, but for some reason a professional crisis has befallen him. Brainstorming is a method that can be used creative person in moments of temporary loss of productivity. Its uniqueness lies in the fact that it effectively acts even on one person who is alone with his own thoughts. You can have internal dialogues with yourself and come up with bold, unexpected solutions. The result of such actions will soon pleasantly surprise you. All that is required is to allow yourself to think in a limited time frame (say, a few minutes), with a specific, well-defined task in front of you. Unfortunately, many people from childhood get used to thinking in common stereotypes. Brainstorming methods allow you to overcome the stereotyped perception of the world and reach a higher level of worldview.
Carrying out technology
This concept includes three main periods. They must be carried out consistently and with great care.
1.Formulation of ideas. On the this stage the goal is formulated, the necessary information is collected. Participants in the process should be aware of what kind of information they are offered for consideration. All voiced ideas, as a rule, are fixed on paper so as not to miss anything important.
2. Formation of a working group. Participants are divided into idea generators and experts. The first are people with a developed creative orientation, imagination. They offer non-standard ways as a solution to the problem. Experts discover the value of each idea put forward, agree with it or not, motivating their choice.
3. Analysis and selection of proposals. Criticism and active discussion of proposals are appropriate here. First, the generators of ideas speak out, after that the floor is given to the experts. Proposals are selected based on inference and creativity. Any non-standard approach is welcome and therefore considered with particular interest.
The leader must control the process, observe the progress of the discussion of the problem. In the event of a dispute, he will certainly clarify, clarify the details, direct further development thoughts.
Additional terms
Despite the emerging desire of young and promising leaders to immediately start using this psychological tool, a competent approach is required here. You can not use it too often, otherwise it will lose the element of novelty and will be perceived by employees as something ordinary and everyday. One of the main conditions for conducting is the surprise of use. Participants should not specially prepare for the meeting, think over the moves used.
The leader needs to know the general direction of the conversation, but he will not be able to determine in which direction the discussion will go in any case. Topic brainstorming techniques are great because they allow you to openly express your point of view. At the same time, people may not be attached to the consequences of what was said.
Brainstorming method: reviews
Participants of this concept note that with its use any meetings are more interesting and productive. The method is reminiscent of the simultaneous inclusion of several "light bulbs" that light up in their heads at the same time. different people. Brainstorming allows you to take into account not only the judgments of specialized specialists, but also related industries. In other words, it covers many spectrums, helps to consider the same situation from different angles. In addition, after the introduction of the method, relations in the team become more open and trusting.
Involvement in the process
Usually at meetings and planning meetings there is a “one-man theater”. One boss is speaking, and subordinates are forced to listen to long monotonous lectures and agree with him. This is incredibly tiring and unnerving for the latter. The personality of employees is suppressed, it turns out to be squeezed into the narrow framework of official duties. Sometimes employees, for one reason or another, prefer not to voice the ideas that arise in their heads, do not strive for self-expression.
As a result, the motivation to work “with a twinkle” is lost, putting the soul into the process. The brainstorming method allows you to remove psychological clamps and barriers, makes it possible to manifest the individuality of employees. Being psychologically involved in the process, a person increases his productivity.
Creativity
Agree, this concept cannot be called everyday and often used. Most of all, it is resorted to when the issue requires some kind of ambiguous solution. The method has received wide distribution in creative teams, where there is a need to move away from everyday life and immerse yourself in a solution. As a rule, a positive result does not take long to wait.
There are a large number of such concepts that mean by themselves different meaning. This is where brainstorming comes in handy.
Grade 11
The technology for introducing the concept of Alex Osborne can be used to organize classes for graduates. At the senior level, students are often offered tasks that contribute to the awakening of non-standard ideas. This is a very useful acquisition, since individual characteristics of the individual are taken into account, existing abilities are developed, and the necessary skills are strengthened. The more freedom will be provided for the implementation of the thoughts that arise in the head, the more courageous the undertakings of young researchers can become. The method provides that students themselves will strive to achieve the goal. Feedback from the participants is purely positive, as teenagers appreciate the attentive attitude towards them.
Instead of a conclusion
Brainstorming is a method that has gained popularity relatively recently. More and more leaders choose to use a non-standard approach in solving everyday moments.