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專欄 - 向Anne提問

頭腦風暴失靈之謎

Anne Fisher 2013年08月28日

Anne Fisher為《財富》雜志《向Anne提問》的專欄作者,這個職場專欄始于1996年,幫助讀者適應經(jīng)濟的興衰起落、行業(yè)轉(zhuǎn)換,以及工作中面臨的各種困惑。
頭腦風暴的意義在于打破常規(guī)思維的盒子,提出不落窠臼的新點子。所以首要的一步在于搞清楚舊盒子是什么,然后才能 “跳出盒子思考”,否則就是在浪費大家的時間。而沒搞清楚舊盒子就隨意發(fā)散思維正是大多數(shù)頭腦風暴以失敗告終的原因所在。

????布拉班迪爾和艾尼還指出,除了不愿意跳出固有觀念之外,很多“頭腦風暴”無疾而終的另一個原因是缺乏結構化?!对谛碌暮凶永锼伎肌芬粫杏泻芏鄬iT的小點子,告訴人們?nèi)绾伟炎⒁饬衅饋恚悦馑麄儭捌x到隨機的方向上?!?/p>

????艾尼表示,其中的一個點子,就是讓參與頭腦風暴的人們想象一下,“最不現(xiàn)實、最預想不到、似乎最不可能的事件”可能會如何影響公司的業(yè)務。這種鍛煉有益于打破滿足感。如果百視達公司(Blockbuster)在搞頭腦風暴的時候曾經(jīng)嘗試過這個點子,那么他們可能會預見到,以流媒體視頻網(wǎng)站Netflix為代表的互聯(lián)網(wǎng)公司最終可能會蠶食他們的業(yè)務,那么他們可能就會提早減少對零售店的依賴,而不是等到后來才手忙腳亂地進行追趕。

????至于如何讓心懷抵觸的同事參與這個過程,艾尼和布拉班迪爾給出的建議是:“人們一開始參加頭腦風暴時通常是不樂意的,因為人人都參加過沒什么實際作用的研討會或頭腦風暴會?!辈贿^只要給他們足夠的時間,“他們就會放下防備,放松下來?!蹦敲炊嗌贂r間才夠呢?“如果有疑問的話,給你自己至少半天的時間(如果條件允許,一整天也可以),以便盡可能深地挖掘到一個創(chuàng)造性的過程?!弊D愫眠\。

反饋:你是否曾經(jīng)參與過某個頭腦風暴會議,而且最終得到了有價值的創(chuàng)意?它成功的因素是什么?請在下方留言評論。(財富中文網(wǎng))

????譯者:樸成奎??

????esides neglecting to think beyond old assumptions, the authors say the second-biggest reason so many brainstorming sessions fizzle out is a lack of structure. Thinking In New Boxes is packed with specific tips for focusing people's attention so they won't "veer off in random directions," as Iny puts it.

????One of these, he says, is to ask the group to imagine how "the most unreal, unexpected, seemingly impossible events" could affect the business -- an exercise that tends to crush complacency. If brainstormers at Blockbuster had tried this, the authors note, they might have foreseen that the Internet, especially Netflix (NFLX), could end up eating their lunch, and lessened their reliance on retail stores much sooner instead of scrambling to play catch-up.

????As for how to get your jaded colleagues on board, Iny and de Brabandere have found that it's often a simple matter of not rushing them. "Participants tend to begin the [brainstorming] process with their backs up," they write, since "everyone has been through workshops or brainstorms that don't work." With enough time, however, "they let their guards down. They free up." How much time is enough? "When in doubt, give yourself at least half a day (or a full day if resources permit) in order to dig as deeply into the creative process as possible." Good luck.

Talkback: Have you ever participated in a brainstorming meeting that produced valuable ideas? What made it work? Leave a comment below.

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