1.4 Effective Brainstorming Techniques

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来自 Arizona State University 的课程

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

课程 3（共 4 门，Specialization 商务英语课程 Business English）

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

从本节课中

产品 Product

你会从哪里开始营销一个项目或是产品?为什么要透过有效率的脑力激荡会议呢?这周你将会学到在团体中我们所扮演的角色，如何给予你的意见或是尊重地不同意他人的看法，以及激荡出营销用语和技巧，以促进产品推出有成功的表现。在这集的挑战篇中，你将会看到在激荡会议前的准备阶段等案例，如杰克趋前问布姬丽特，还有什么甚至不该做的。 Where do you start marketing with a project or product? Why with an effective brainstorming session of course! This week you’ll learn the roles we play in groups, how to give opinions or disagree respectfully and brainstorming phrases and techniques to make your product roll out a success. You’ll see examples of prepping before a brainstorming session as Jake approaches Bridget and even some what not to do’s in this episode of The Challenge.

1.4 Effective Brainstorming Techniques7:22

1.7 Giving Opinions in Brainstorming5:27

与讲师见面

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

Hello, and welcome to English for Marketing and Sales.

In the scene at the beginning of this lesson,

you saw Jake inviting some of the team to a brainstorming session.

This instructional video will focus on how brainstorming techniques can help you to

generate new ideas and to find innovative solutions to difficult problems.

Brainstorming meetings, when done well, open up possibilities and

break down assumptions.

Because everyone participates in the building of ideas it promotes buy-in.

Buy-in in this case refers to getting agreement to support a decision.

Because brainstorming meetings can often be fun.

They can also have the added benefit of bonding a group of individuals together.

Unfortunately, this benefit can be undermined by criticism that's offered

too early or one powerful voice that unfortunately quiets others.

My next instructional video, we'll go over those positive and

negative roles in more detail.

But for this video, let's simply agree that the best ideas come from

brainstorming meetings where everyone feels safe to throw ideas into the mix.

So let's go over some key strategies for

making your next brainstorming session effective.

Some people think a brainstorming session as this free for

all, outside the box crazy idea generation and it can be.

But for it to be most effective, you need to set some parameters.

So first, you define the problem the brainstorm is supposed to solve or

you set the criteria that the idea needs to meet.

For example, Jake clearly identified that the goal was to brainstorm

what makes BioDent toothpaste and breath mints standout products in the Asia/Pac

market and for the second meeting, to brainstorm as many names as possible.

You also need to consider who should attend.

Smaller groups tend to work better than large groups.

If you do have a large group, consider creating smaller breakout groups.

Factor in diversity when creating your group.

People of different backgrounds and

experiences offer a wider variety of ideas.

Also think about how much time to devote to the brainstorming session.

We don't call it brainstorming for nothing.

The mental work required of brain storming means such meetings are best kept short.

I know for myself like an engine that's been reved for too long,

after a rigorous brain storming session my head feels like it's on fire.

It's great but it's exhausting.

It can be a challenge to know when to close.

A good rule of thumb is if you're generating ideas,

keep it to 30 to 40 minutes long.

If the session begins to lag or slow down, just wrap it up.

On the other hand, if you're making connections and creating frameworks and

the creative sparks are flying, make it longer.

There's nothing worse than breaking the concentration in the middle of

the creative process.

Now, we come to the actual brain storming session.

Let me ask you a question.

When you have brainstormed, do you usually do it as a group and

discuss ideas as they come up?

Or do you start brainstorming alone and then come together

with others who have also brainstormed alone to share and discuss your ideas?

Which method do you think is more effective?

Let me ask another question.

When brainstorming for innovation, would you rather have an outcome of one

outstanding idea, along with several pretty bad ideas,

or would you rather have many average to good ideas?

A recent study explored the difference in quality of idea generation

from the traditional group brainstorm versus a hybrid brainstorm

that combined individual idea generation with group discussion.

They found the hybrid model to be more effective at not only generating

a greater number of ideas but also more importantly at generating

ideas of better quality, as determined by outside evaluators.

The average quality in the hybrid model was 30% higher than

the average in the traditional group model.

And the quality for the top five ideas in each group

as well as the quality of the best idea were both higher than the hybrid model.

They found that initial independent thoughts were unbiased and

unaffected by external circumstances.

In other words, people were less likely to censor themselves, to go along

with a superior or to leave the heavy lifting, or hard work, to others.

You can implement the hybrid model in one of two ways.

First, you can have people brainstorm independently before the meeting.

Offer some guidance to ensure enough ideas have been generated.

For example, you can tell them, come up with at least 10 ideas by Wednesday.

Another option is to give time in the brainstorm meeting for

everyone to silently write down ideas before discussing them as a group.

Regardless of the method you choose, you should follow certain guidelines for

the brainstorming session to ensure success.

Establish the ground rules.

For example, discourage criticism of ideas.

The purpose of brainstorming is idea generation.

Evaluating the merits of the ideas can come lighter.

Encourage building on other ideas.

This is not about ownership of an idea at the same time,

you don't want to focus too much on only building one idea.

Enlist the help of a scribe to capture all the ideas in a visible location.

You can use a flip chart, a white board, or

even better, an online brainstorming tool, even something as simple as Google Docs.

That allows everyone to contribute at once, whether they are in the room or

across the globe.

This can sometimes also allow means for

anonymous brainstorming, which can help encourage participation.

Use mind maps to show connections between your ideas.

Whatever you do keep the mood the positive and the energy level high.

Break the process up into several shorter meetings if things start to lag.

Let's take a moment to sum up the takeaways for this lesson.

To generate the highest quality ideas,

incorporate a hybrid model of individual and then group brainstorming.

Bring together a diverse group of people so

that you have many different perspectives.

Define the problem or set the criteria, document the ideas,

postpone evaluation, and keep the energy level high.

Thanks for watching English for Marketing and Sales.

See you next time.

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