Brainstorming is a relatively simple idea-generating process that specifically encourages any and all alternatives while withholding criticism of those alternatives.36 In a typical brainstorming session, a half-dozen to a dozen people sit around a table. Of course, technology is changing where that “table” is. The group leader states the problem in a clear manner that is understood by all participants. Members then shout out, offer up, fire off, “freewheel” as many alternatives as they can in a given time. No criticism is allowed, and all the alternatives are recorded for later discussion and analysis.37 And not surprisingly, when brainstorming, destructive group dynamics need to be avoided.38 (We’ll further explore group dynamics in Chapter 10.)

The nominal group technique helps groups arrive at a preferred solution by restricting discussion during the decision-making process.39 Group members must be present, as in a traditional committee meeting, but they’re required to operate independently. They secretly write a list of general problem areas or potential solutions to a problem. The chief advantage of this technique is that it permits the group to meet formally but does not restrict independent thinking or lead to groupthink, as can often happen in a traditional interacting group.40

Another approach to group decision making blends the nominal group technique with information technology and is called the electronic meeting.

Once the technology is in place, the concept is simple. Numerous people sit around a table with laptops or tablets. Participants are presented issues and type their responses onto their computers. Individual comments, as well as aggregate votes, are displayed on a projection screen in the room.

The major advantages of electronic meetings are anonymity, honesty, and speed.41 Participants can anonymously type any message they want, and it will flash on the screen for all to see with a keystroke. It allows people to be brutally honest with no penalty. And it’s fast—chitchat is eliminated, discussions do not digress, and many participants can “talk” at once without interrupting the others.

Electronic meetings are significantly faster and much cheaper than traditional face-to-face meetings.42 Nestlé, for instance, uses the approach for many of its meetings, especially globally focused meetings.43 However, as with all other forms of group activities, electronic meetings have some drawbacks. Those who type quickly can outshine those who may be verbally eloquent but lousy typists; those with the best ideas don’t get credit for them; and the process lacks the informational richness of face-to-face oral communication. However, group decision making is likely to include extensive usage of electronic meetings.44

A variation of the electronic meeting is the videoconference. Using technology to link different locations, people can have face-to-face meetings even when they’re thousands of miles apart. This capability has enhanced feedback among the members, saved countless hours of business travel, and ultimately saved companies such as Nestlé and Logitech hundreds of thousands of dollars. As a result, they’re more effective in their meetings and have increased the efficiency with which decisions are made.45