頭腦風(fēng)暴失靈之謎
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????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(fēng)暴”無疾而終的另一個原因是缺乏結(jié)構(gòu)化?！对谛碌暮凶永锼伎肌芬粫杏泻芏鄬ｉT的小點(diǎn)子，告訴人們?nèi)绾伟炎⒁饬衅饋?，以免他們“偏離到隨機(jī)的方向上?！?/p> ????艾尼表示，其中的一個點(diǎn)子，就是讓參與頭腦風(fēng)暴的人們想象一下，“最不現(xiàn)實、最預(yù)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(wù)。這種鍛煉有益于打破滿足感。如果百視達(dá)公司（Blockbuster）在搞頭腦風(fēng)暴的時候曾經(jīng)嘗試過這個點(diǎn)子，那么他們可能會預(yù)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(wù)，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(jìn)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(fēng)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(fēng)暴會。”不過只要給他們足夠的時間，“他們就會放下防備，放松下來。”那么多少時間才夠呢？“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。”祝你好運(yùn)。 反饋：你是否曾經(jīng)參與過某個頭腦風(fēng)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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