MBA - 601

Total Quality
Management
Module 4:
TQM Tools
Brainstorming & NGT

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 DESCRIPTION
• Method for generating a large number of
creative ideas in a short period of time.
• Conference technique by which a group
attempts to find a solution for a specific
problem
• Process designed to obtain the maximum
number of ideas relating to a specific area of
interest.
• Technique that maximizes the ability to
generate new ideas.

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 DESCRIPTION
• Group of people put social inhibitions and rules
aside with the aim of generating new ideas and
solutions.
• Time dedicated to generating a large number of
ideas regardless of their initial worth.
• Part of problem solving which involves the
creation of new ideas by suspending judgment.
• Creation of an optimal state of mind for
generating new ideas.
• Free association of different ideas to form new
ideas and concepts.

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 Alex Faickney Osborn
• Alex Faickney Osborn (May 24, 1888 – May 5, 1966):
– advertising executive
– author of the creativity technique named
brainstorming
– founder of the Creative Education Foundation.
• https://www.youtube.com/watch?v=fJpwtTw4
1CA

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 Origin
• Alex Osborn began developing
methods for creative problem
solving in 1939. He was frustrated
by employees’ inability to develop creative
ideas individually for advertising campaigns.
• In response, he began hosting group-thinking
sessions and discovered a significant
improvement in the quality and quantity of
ideas produced by employees.

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 Origin

• Osborn outlined the method in his 1948

book ‘Unlocking Your Creative Power' on
chapter 33, “How to Organize a Squad to
Create Ideas.”

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 Variations
• There are many versions of brainstorming,
including:
– round-robin brainstorming
– wildest-idea brainstorming
– double reversal
– star-bursting
– the charette procedure.
– The basic version described below is sometimes
called free-form, freewheeling or unstructured
brainstorming.

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 When To Use
• When a broad range of options is desired.
• When creative, original ideas are desired.
• When participation of the entire group is
required.

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 Six Creative Way to Brainstorm Ideas
• https://www.youtube.com/watch?v=yAidvTKX
6xM

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 Brainstorming Procedure
1. Review the rules of brainstorming with the entire group:
1. No criticism, no evaluation, no discussion of ideas.
2. There are no stupid ideas. The wilder the better.
3. All ideas are recorded.
4. Piggybacking is encouraged: combining, modifying, and
expanding others ideas.

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 Brainstorming Procedure
2. Review the topic or problem to be discussed. Often it is
best phrased as a why, how, or what question? Make sure
everyone understands the subject of the brainstorm.
3. Allow a minute or two of silence for everyone to think
about the question.
4. Invite people to call out their ideas.
5. Record all ideas, in words as close as possible to those
used by the contributor. No discussion or evaluation of
any kind is permitted.
6. Continue to generate and record
ideas until several minutes silence
produces no more.

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 Brainstorming Considerations
Judgment and creativity are two functions
that cannot occur simultaneously. That’s the
reason for the rules about no criticism and no
evaluation.
Laughter and groans are criticism. When there
is criticism, people begin to evaluate their
ideas before stating them. Fewer ideas are
generated and creative ideas are lost.

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 Brainstorming Considerations
Evaluation includes positive comments such as
Great idea! That implies that another idea
that did not receive praise was ordinary.
The more the better. Studies have shown that
there is a direct relationship between the total
number of ideas and the number of good,
creative ideas.

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 Brainstorming Considerations
• The crazier the better. Don’t hold back any
ideas. Crazy ideas are creative. They often
come from a different perspective.
• Crazy ideas often lead to wonderful, unique
solutions, through modification or by sparking
someone else’s imagination.
• Build on someone else’s idea.

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 Brainstorming Considerations
• https://www.youtube.com/watch?v=cjeJ60zQ
8-E

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 The Role of Brainstorming facilitator :

• When brainstorming with a large group,

someone other than the facilitator should be
the recorder.
• The Role of Brainstorming facilitator :
– a buffer between the group and the recorder(s)
– keeping the flow of ideas going
– ensuring that no ideas get lost before being
recorded

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 The Role of Brainstorming facilitator :
• The recorder should try not to rephrase ideas. If
an idea is not clear, ask for a rephrasing that
everyone can understand.
• If the idea is too long to record, work with the
person who suggested the idea to come up with a
concise rephrasing.
• The person suggesting the idea must always
approve what is recorded.
• Keep all ideas visible. When ideas overflow to
additional flipchart pages, post previous pages
around the room so all ideas are still visible to
everyone.

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 Nominal Group
Technique (NGT)
 Description
• Nominal group technique (NGT) is a
structured method for group brainstorming
that encourages contributions from everyone.

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 When to Use Nominal Group Technique
 When some group members are much more vocal than
others.
 When some group members think better in silence.
 When there is concern about some members not
participating.
 When the group does not easily generate quantities of ideas.
 When all or some group members are new to the team.
 When the issue is controversial or there is heated conflict.

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 Nominal Group Technique Procedure
1. State the subject of the brainstorming. Clarify the statement
as needed until everyone understands it.
2. Each team member silently thinks of and writes down as
many ideas as possible in a set period of time (5 to 10
minutes).
3. Each member in turn states aloud one idea. Facilitator
records it on the flipchart.
 No discussion is allowed, not even questions for clarification.
 Ideas given do not need to be from the team member’s written list.
Indeed, as time goes on many ideas will not be.
 A member may pass his or her turn, and may then add an idea on a
subsequent turn.

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 Nominal Group Technique Procedure
Continue around the group until all members pass or
for an agreed-upon length of time.
4. Discuss each idea in turn:
Wording may be changed only when the idea’s originator
agrees.
Ideas may be removed from the list only by common
agreement.
Discussion may clarify meaning, explain logic or analysis,
raise and answer questions, or state agreement or
disagreement.
5. Prioritize the ideas using multi-voting or list
reduction.
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 Considerations and Role of Facilitator

Primary purpose of the discussion is

clarification. It is not to resolve differences of
opinion.
a) Discuss all ideas.
b) Do not allow discussion to turn into
argument.
c) Keep all ideas visible
d) When ideas overflow to additional flipchart
pages, post previous pages around the room
so all ideas are still visible to everyone.
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 Any Question

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