Tip Sheet: Brainstorming Techniques 1

Tip Sheet: Brainstorming Techniques

1. Introduction

Brainstorming is a technique whereby a team generates as many ideas as possible for solving a problem. Each significant area of waste generation should be brainstormed to generate ideas of how to reduce this waste at source. You may have some ideas to reduce wasted resources and feel confident that they are worth taking further. However, before presenting the case for a project, it is valuable to discuss your ideas with the people who will be affected. You will quickly lose support if you instruct rather than consult.

2. The session

The brainstorming team should include people from other areas who may be able to add fresh input to the discussions, as well as employees directly involved in the area under consideration. Remember to ask people if they think it could work and if they have any improvements or alternative suggestions. If you do this, it is important to bear in mind some rules of brainstorming. Everyone has one or more of the following needs:

to maintain their standing in front of colleagues;

to feel that their effort is worthwhile; and

to feel confident that their idea is worth attention. Therefore, you will need to follow some guidelines for a successful brainstorming session, such as:

never reject an idea or criticise, however surprising or ridiculous it may seem, respect each individual’s contribution;

generate as many ideas as possible;

be creative;

build on one another’s ideas; and

don’t shoot the messenger, if someone highlights a particularly wasteful practice, welcome this and ask how things could be improved.

An example from a food manufacturer concerns the use of hot water to hose down material spillages. Someone suggested that they could save energy by using tepid water instead. Another person then suggested that they look at why the material spills occurred in the first place. This led to brainstorming the causes of the spillages

Tip Sheet: Brainstorming Techniques 2

and how to reduce them, which ultimately saved even more energy, reduced contamination in the water leaving the plant and saved raw materials. Using this approach, you should be able to generate many ideas about where waste occurs, and the possible solutions that may form the basis of potential projects. Think about how the current practice came about and how things might have changed since then. Armed with this information, you will quickly identify many possible measures and you will be ready to obtain support for your project. It is worth remembering that often, most of an effect is often due to only a handful of causes. This is often referred to as the Pareto or 80:20 rule; what it means is that, as a rule of thumb, 80% of the effect is due to 20% of the causes. Concentrate your efforts on the 20% of causes.

3. Things to consider during the brainstorming session

I’m glad you told me about that! Encourage people to tell you about waste problems and act on them. A good manager will never criticise if waste is brought to their attention. Don’t blame the messenger or the perpetrator. It is better to find out later than never. Concentrate on the solution. Be seen to act! Make waste important! Many workforces do not see environmental issues as threatening. Indeed, prompt attention in this area can be highly motivating. Tune in, listen and learn. Tap into people’s skills and experience through teamwork and cause and effect sessions. Listening to people can have a powerful motivating effect on them, and you will also learn what is really happening. Empowerment - breaking down barriers. At a brainstorming session, cause and effect diagrams were used to help a group of managers identify causes of waste. ‘Oh, but most of those are outside our control’ said one and gave an example. ‘No, I disagree, we can control that one’ said another. One by one the causes were all identified as being in the control of one or more of the managers in the room. By working together they realised they could tackle all the problems. This is empowerment in action. Use problem-solving teams to develop solutions to waste problems. By starting a team off with a cause and effect session you develop the shared understanding that is needed to go on and develop solutions to waste problems. More than any other technique, well run team sessions can help in identifying improvement opportunities, creating involvement and communication, and improving understanding. Table 1 shows some typical responses you are likely to initially encounter at a brainstorming session. Utilising the responses outlined will help you tackle the problems and identify solutions.

Tip Sheet: Brainstorming Techniques 3

Table 1 Common arguments for NOT implementing change

Argument Solutions I’m too busy. So, let’s get some help from colleagues

I don’t have the skills. So, let’s see what support is available.

We tried that – it didn’t work. When, how and why not?

Our process is different. Is this really true? Are minor or major changes required?

It’s not financially viable. Have you included all the benefits? Could things have changed?

I can’t get management

support.

Have you really tried to make a business case?

www.wrap.org.uk/waste-prevention