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Value Engineering  165

        development of ideas is fostered. These ideas will form the basis for
        concepts that will lead to recommendations for improvement.
        Brainstorming is extremely helpful in the creative phase of the value-
        engineering project. It helps to loosen up the mental barriers to creativity
        for the group, in order to create a great volume of ideas. In the beginning of
        brainstorming, the quantity of ideas is important. Though many obvious
        wrong ideas will be generated, the more ideas generated, the better the
        chance that some really brilliant but nonobvious idea will be among them.
        This large number of ideas will be screened and evaluated in the next stage.
        In the brainstorming process, an atmosphere is generated that permits each
        person to freely depart from his or her mental barriers. It is in this process
        that you may hear yourself differently and feel uncomfortable; this is a
        necessary stretch that pushes you to think more freely and more creatively.
        The brainstorming session should follow a specific set of ground rules.
        These are necessary to ensure the proper environment for idea development.

        The first step in brainstorming is to select questions for discussion. These
        questions are often selected based on the functions that have high profit
        improvement potentials. The question is often in the form, What else can
        perform this function? The questions are then presented to the group, and
        the group will toss out ideas regarding the question. Any idea is acceptable,
        and no discussion is allowed. For each question, it is desirable that at least
        one new idea should be generated that has never been thought of before.

        The following ground rules for brainstorming must be followed to ensure
        success:

          1. No criticism allowed during the session.
          2. A peer group is desired. Never have members of high-level man-
             agement or their assistants attend.
          3. Quantity is desired. The more ideas there are, the more likelihood of at
             least one outstanding item.
          4. Six to ten participants is best.
          5. No publicity on the session after its completion.
          6. Combine ideas.
          7. Wild ideas wanted. Usually the first 90 percent of all ideas will be
             those that have come up before.
          8. Record all ideas; on paper is best.
        Table 7.12 gives a template for idea generation. The function under dis-
        cussion is “enhance appearance” for a decoration.
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