Brain-storming简介.ppt

Brain-storming,头脑风暴,Brainstorming is a group or individual creativity technique by which efforts are made to find a conclusion for a specific problem by gathering a list of ideas spontaneously contributed by its member(s). The term was popularized by Alex F. Osborn (亚历克斯奥斯本) in the 1953 book Applied Imagination. Osborn claimed that brainstorming was more effective than individuals working alone in generating ideas, although more recent research has questioned this conclusion.,What is Brainstorming?,Osborns method,Osborn claimed that two principles contribute to “ideative efficacy”, these being ： 1.Defer judgment 2. Reach for quantity Following these two principles were his four general rules of brainstorming, established with intention to : reduce social inhibitions among group members； stimulate idea generation； increase overall creativity of the group.,1.Focus on quantity This rule is a means of enhancing divergent production, aiming to facilitate problem solving through the maxim quantity breeds quality.,2.Withhold criticism In brainstorming, criticism of ideas generated should be put on hold. Instead, participants should focus on extending or adding to ideas, reserving criticism for a later critical stage of the process.,Four general rules,3.Welcome unusual ideas To get a good and long list of ideas, unusual ideas are welcomed. They can be generated by looking from new perspectives and suspending assumptions.,4.Combine and improve ideas Good ideas may be combined to form a single better good idea, as suggested by the slogan “1+1=3“. It is believed to stimulate the building of ideas by a process of association.,Four general rules,Variations,Nominal group technique名义群体法 Directed brainstorming定向脑力激荡 Individual brainstorming独立脑力激荡 Question brainstorming问题脑力激荡,Summary,Both educational and business settings, brainstorming is a popular method of group communications. Although it cannot be creative results provide significant benefits, but it is an interesting exercise participants are willing to accept. A new type of brainstorming seek to overcome barriers productivity blocking phenomenon, and has been shown to be higher than the original technique. Thes