The most commonly used way of starting to identify stakeholders is to undertake a brainstorming session. On the face of it, brainstorming is a simple method for generating ideas and it is likely that this apparent simplicity is the main reason for its popularity. However, it is more effective if it is applied more formally within a set of rules such as:
15 minutes
Which three of the seven rules listed above would you select as being the most important to the success of a brainstorming session and why?
In our view, the following rules will most affect the atmosphere of the session and thus its likely success:
In practice, it is very difficult to ensure that the rules are followed. The stifling of critical and negative remarks, for example, requires a good deal of self-discipline. ‘Everyone is equal and everyone contributes’ can be difficult in the face of hierarchical differences. A similar problem concerns the level of each individual’s knowledge about the situation under consideration.
An alternative to brainstorming is brainwriting where the participants do not talk to each other but communicate, usually electronically, instead. For example, it is possible to set up a wiki and add suggestions over a period of a few days. Brainwriting is attractive because it can overcome some of the problems associated with brainstorming but another big advantage it offers is that people can participate remotely.
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