Problem Formulation for Brainstorming
The way a problem is stated for brainstorming greatly influences the quality and range of ideas generated. Too broad a statement leads to scattered ideas, while too narrow a statement restricts creative thinking; the ideal statement is specific enough to guide but open enough to allow diverse solutions.
THE IDEA
Formulation of the problem
While any problem can be the subject of a brainstorming session the way the problem is formulated can make a huge difference to the success with which it is tackled.
Too wide a statement of the problem may bring about a variety of ideas but they are so separated that they cannot interact to bring about that chain reaction of stimulation that is the basis of brainstorming. The statement of a problem as, ‘Better traffic control’, would be too wide.
Too narrow a statement of the problem restricts ideas so much that the session may end up generating ideas not about the problem itself but about some particular way of handling it. The statement of a problem as, ‘To improve traffic lights’, would not lead to ideas about traffic control by means other than traffic lights. It might not even lead to ideas on better traffic control by traffic lights for attention might focus on ease of manufacture, ease of maintenance and reliability of traffic lights quite apart from their functional importance.
It is the chairman’s duty to state the problem at the beginning of the session and to repeat this statement frequently in the course of the session. If it should prove to have been stated badly then he — or anyone else in the group — can suggest a better way of stating it. A suitable statement of the problem mentioned above would be: ‘Methods of improving traffic flow given the present arrangement of roads.’
When to use it
When brainstorming app improvements, ask 'How can we help new users complete their first purchase?' The task supplies a focus while leaving room for different ways to help.
When seeking cost-reduction ideas, define the problem as 'What methods can reduce operational expenses by 10% within six months?' instead of 'Cut costs'.
If customer complaints concern delays, ask 'How can we reduce average response time to under 2 hours?' First check that response time is the problem worth solving.
For a marketing campaign brainstorm, ask 'What channels and messages would most effectively reach our target demographic under a $50k budget?' instead of 'Increase sales'.
FROM THEORY TO EVERYDAY LIFE
In practice
Too Wide Statement
Stating the problem as 'Better traffic control' is too wide, leading to scattered ideas that cannot stimulate a chain reaction.
Too Narrow Statement
Stating the problem as 'To improve traffic lights' restricts ideas to only traffic lights, ignoring other methods like road design or public transit.
Suitable Statement
A suitable statement would be 'Methods of improving traffic flow given the present arrangement of roads', which is specific enough to guide but open to diverse solutions.
A MOMENT TO REFLECT
Put it to work.
Think of a current problem you need to brainstorm. How would you state it in a way that is neither too broad nor too narrow?
During a brainstorming session, if you notice ideas are becoming too similar or too scattered, how might you adjust the problem statement to refocus the group?
Recall a past brainstorming session that felt unproductive. Could the problem statement have been improved? What would a better statement be?
CONTINUE THE CONVERSATION
Source texts
- Lateral Thinking A Textbook of Creativity (Edward de Bono)