6.9.1 Brainstorming (continued)

N) Errors and Pitfalls to Be Avoided

There are certain mistakes that should be avoided, if the effects of brainstorming are to be maximized. Bristol suggests the following:

1. Failing to get support for your brainstorming program of at least one of your superiors.
2. Boasting prematurely about brainstorming and getting your colleagues to expect too much.
3. Failing to indoctrinate your panel adequately.
4. Submitting the unscreened list of ideas to people unfamiliar with how brainstorming works. It is best to keep the unscreened list confidential.
5. Failing to see that the next steps are taken.

Osborn also suggests as two reasons why brainstorming may not work: the failure to follow instructions (by the group leader as well as the participants) and exaggerated expectations. What can be expected is that some sessions may produce final answers, provided the problem has been stated simply enough; some sessions may produce planks for plans; some sessions may produce checklists that are guides to stimulate further thinking; some sessions may produce approaches to subsequent solutions.