Generate possible alternatives for solving the problem or exploiting the opportunity. Usually, many possible ways exist to solve a problem. Without alternatives from multiple sources, you don’t have to make a decision, and you should write your alternatives down—visual people like decision trees. With programmed decision making, the alternative is usually determined by a policy. However, with nonprogrammed decision making, time, effort, and resources are needed to come up with new creative and innovative ideas.

Creativity is a way of thinking that generates new ideas. Creativity is the driver that leads to innovation. Innovation is the implementation of a new idea. Two important types of innovation are product innovation and process innovation. Creativity is needed, but essentially useless if not implemented. Unfortunately, many employees come up with great ideas, but managers fail to implement them.

There are barriers to changing and trying something different. But success only comes from taking some risks and innovating. Brainstorming is the process of suggesting many possible alternatives without evaluation. When brainstorming ideas, follow these guidelines.