頭腦風暴失靈之謎
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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“頭腦風暴”無疾而終的另一個原因是缺乏結構化。《在新的盒子里思考》一書中有很多專門的小點子，告訴人們如何把注意力集中起來，以免他們“偏離到隨機的方向上。” ????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嘗試過這個點子，那么他們可能會預見到，以流媒體視頻網站Netflix為代表的互聯網公司最終可能會蠶食他們的業務，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。”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造性的過程。”祝你好運。 反饋：你是否曾經參與過某個頭腦風暴會議，而且最終得到了有價值的創意？它成功的因素是什么？請在下方留言評論。（財富中文網） ????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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