Brain storming

Empty Soap Box

Case Study

Ichikawa Group
Ichikawa Group of Companies is one of Japan's biggest
cosmetics companies.
Ichikawas state of art cosmetic plant manufactures more
than 2 million cosmetic units per month from a range of 700
products encompassing body, skin and hair care and color
cosmetics. Ichikawas product manufacturing operation is
carried out with most stringent quality control and quality
assurance procedures, to ensure ultimate results and to
meet high international standards.
One day, in their soap manufacturing unit, they received a
complaint that a consumer had bought a soap box that was
empty. Immediately the organization deploys a team of
experts to look into the matter and find out the cause of this
instance and put an end to any such future occurrences.
You are the team of expertsWhat would your approach
be?

Every organization is faced with challenge and change. There is

continual pressure, both external and internal, for an organization to
improve its products, services, financial performance and customer
satisfaction levels. Change is continuing owing to technology
development, the information revolution and global marketplace or
globalization.
Organizations need good ideas to implement if they are going to
continue to succeed. Innovation and creativity in the workplace is
required as never before. If organizations do not continuously develop
and improve their products, services and processes they are likely to go
out of business.
People often need an approach or process to follow in order to help
them be more creative. Such an approach is Brainstorming

 Brainstorming is a technique for generating new, useful ideas and

promoting creative thinking.
Brainstorming generates a large number of thoughts and ideas in a
short period of time.
Wild views and ideas are safe to offer, as neither criticism nor ridicule is
permitted during a Brainstorming session.
The process is continued until the supply of thoughts and ideas has
been exhausted. All contributions are recorded for subsequent analysis.
Brainstorming is a simple yet effective, technique that can be used in a
wide variety of situations.
This enables a well-rounded, comprehensive picture to be developed of
the subject matter being addressed.

Uses:
Define what project or problem to work on.
Diagnose problems
Resolve a problem by coming up with possible solutions and identify
possible resistance to proposed solutions.
The team will have to answer several "what", "why", and "how"
questions.
Purpose
To get break out of our habit-bound or one sided thinking
To produce a set of ideas from which we can choose and make
priorities.

Individual Brainstorming
It allows your mind to be creative, tread on different paths and produce a
wider range of ideas. This involves improvising on ones own ideas and
being free from any physical or mental boundaries.
Group Brainstorming
Group brainstorming can be very effective as it uses the experience and
creativity of all members of the group. When individual members reach their
limit on an idea, another member's creativity and experience can take the
idea to the next stage. Therefore, group brainstorming tends to develop
ideas in more depth than individual brainstorming

Process of Brainstorming
1
2
3
4
5
6

Identify need for Brainstorming

Form Brainstorming Group
Prepare for Brainstorming session
Generate Ideas
Develop, group and prioritize ideas
Decide next steps

Rules for Brainstorming

Define the problem you want to solve clearly, and lay out

any criteria to be met

Keep the session focused on the problem
Do not analyze
Ensure that no one criticizes or evaluates ideas during the
session
Try to get everyone to contribute and develop ideas,
including the quietest members of the group
Freewheel: Encourage them to come up with as many ideas
as possible, from solidly practical ones to wildly
impractical ones.
Welcome creativity

 Ensure that no train of thought is followed for too long

(Max 30 Min)
Encourage people to develop other people's ideas, or to
use other ideas to create new ones
Appoint one person to note down ideas that come out of
the session

Activity
You are the management members of the
SKE Societys Science College. In the recent
examinations the performance of students is
not satisfying. It is the beginning of the
academic year now. You have to advice the
students as well as staff. Conduct a
brainstorming session before you address the
staff members and students.

Rabbit and Tortoise

Once, a rabbit and a tortoise together planned to have a running race from
point A to point B. Both started the race from point A. But rabbit being
overconfident of its speed in between thought of taking rest and so fell into a
sleep. When it got up the tortoise was already at the point B. Being ashamed
of its foolishness, rabbit asks for the second chance with tortoise. Tortoise
agrees. This time rabbit was very careful and wins the race.
Once again tortoise asked for the chance. The point of race was decided as
from Point A to point C. In between point A & C, there was a river. Rabbit
being unaware of the situation agreed for the contest and failed.
Once again they both planned together to have a race from point A to point C
and decided that in road tortoise will sit on the back of the rabbit and in river
the rabbit will sit on the back of tortoise. Finally they run the race reached the
destination together.
What would you understand from this story?

From this case it is understood that:

Overconfidence may prove to be harmful
Slow and steady wins the race
We should never underestimate our competitor
We should be careful
We should realize our mistakes and work accordingly to get success
Failure is the stepping stone to success
We should analyse the situation before proceeding
Unity is strength.
Sense of mind, not the strength is worked out under certain circumstances
Best decisions will provide best solutions
Team work and group decision will yield good results.

Activities:
How students can earn while they learn?
Farmers Suicide.
Think your group is working in the sales agency of refrigerators in Jammu
and Kashmir what different measures you would adopt to increase sale of
refrigerators.
One of your classmate stammers while talking. Because of which he is
feeling inferior and does not mix up easily with others. How you can help
him to overcome this difficulty.