Fakultas Ekonomi dan Bisnis

School Economics and Business

Section 01

2 Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business PROBLEM SOLVING PROCESS (PARNES, 1992)
Telkom University

Objective Problem Solution Acceptance

Fact Finding Idea Finding
Finding Finding Finding Finding

❑ Objective finding: define the problem area

❑ Fact finding: gather information
❑ Problem finding: define the problem correctly
❑ Idea finding: generate ideas to the problem (ideation)
❑ Solution finding: evaluate ideas, turn it into solution, and
choose between possible solution
❑ Acceptance finding: implement chosen solution correctly

From: Proctor (2014) 3 Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business

ANALOGY FOR IDEATION

• Ideation is like playing hide and seek.

You must search relentlessly even at
those places that you rarely be.

• Ideation is like to set foot on a planet

that newly discovered. Almost
everything feels odd and strange.
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4 Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business

BRAINSTORMING
• Brainstorming is an individual or group method
for generating ideas, increasing creative efficacy,
or finding solutions to problems
• The modern version of brainstorming is
developed by Alex Osborn in the 40s and 50s
• Brainstorming is often used in the early and
middle stage of product development although it
can be applied whenever we need new ideas
• The related method including brainwriting,
braindrawing, KJ method, metaphor
brainstorming, and affinity diagramming, nominal
group method

5 Creating the great business leaders

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 Fakultas Ekonomi dan Bisnis
School Economics and Business

PRINCIPLES OF BRAINSTORMING

Aim Defer Encourage

Aim for sheer Defer judgement Encourage new and

quantity
• Keep the idea flowing
• Don’t take notes
• Keep your smartphone
away
about the quality of
the idea
• Do not criticize idea
including through facial
expression
wild ideas
• Synthesizing idea
• Stretching idea
• Applying metaphor
• Improving existing idea

6 Creating the great business leaders

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 Fakultas Ekonomi dan Bisnis
School Economics and Business PROCEDURE OF BRAINSTORMING
Select a group of three to ten people with
varied background

Pose a clear problem, question, or issue

Ask the group to generate solution with no

criticism or attempts to limit the number of
ideas (divergent)

This Photo by Unknown Author is licensed under CC BY-SA Discuss, criticize, and prioritize the ideas
produced (convergent)

7 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

DURATION OF
BRAINSTORMING

• Brainstorming can be conducted in 15 minutes

for each topic into a couple of hour

• If the session last for more than 30 minutes,

arrange several short break (5 to 10 minutes)

• Provide the participants with a piece of card or

notes. Then, ask them to list ideas generated
during the short break

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Fakultas Ekonomi dan Bisnis
School Economics and Business

WARMING UP
• Warming up activities can be designed to make
participants familiar rules and loosen up their
creative muscle for 15 minutes

• Homework activity may be helpful to make the

participant familiar with the problem

• Some homework activities including participating

in a lecture, watching videos, take a trip on the
place where the participant can experience the
problem
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 Fakultas Ekonomi dan Bisnis
School Economics and Business GROUND RULES: PART 1
Quantity is the goal

No criticism and no praise

Wild and different ideas are welcome

Don’t worry about duplicates

You can modify the idea of others

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No long story

10 Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business GROUND RULES: PART 2
Ask for a brief explanation if you do
not understand an idea
Ground rules will be posted and
enforced
Anyone can note a violation of
ground rule
Gadgets are not allowed except for
note takers

Only one person speaks at a time

This Photo by Unknown Author is licensed under CC BY-ND

Write your idea in sticky notes if

someone else is talking

11 Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business

• To build upon ideas in brainstorming session, we can use

THE ROLE OF SCAMPER
SCAMPER IN • SCAMPER is a technique developed by Alex Osborn
BRAINSTORMING • In SCAMPER, at least there are 11 ways to improve
existing ideas

12 Creating the great business leaders

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 Fakultas Ekonomi dan Bisnis
School Economics and Business SCAMPER: Part 1
Adapt
• Is there something like this idea that
worth emulating? Can you take from
physic, psychology, or other fields?
Modify
• Can you change something about the
idea? What will happen if you change
the materials, shape, motion, users?
Magnify
• What happens if you add things to
your idea or change some properties?
13
Minify
• Can you subtract things from an idea? Can
you make smaller, shorter, lighter, more
condensed?
Put to other use
• Can you put the idea in some other use?
What could you do with the idea beyond
it’s immediate use?
Substitute
• Can you interchange perspective,
component, method, techniques,
ingredients, people, language or
something else?
Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business SCAMPER: Part 2
Rearrange Add constraints
• Can you use different organization,
layout, sequence, or arrangement?
• Impose constraints and
generate ideas that fall within
those constraints. What
Use random themes
happen?
• Use list of random words, shapes, or
other stimuli to generate new ideas
Eliminate constraints
Rotate • Remove common barriers like
• How could you rotate seating cost, current technology,
position to loosen participants up schedule or time, features,
and to inject levity and energy and expertise. What happen?

14 Creating the great business leaders

 Fakultas Ekonomi dan Bisnis
School Economics and Business THANK YOU
Telkom University

QUESTIONS?

15 Creating the great business leaders