The AMA method stands for the abbreviation “Alternative, Possibility and Choices” and describes a method whose goal is to produce alternatives at a certain point in the idea generation process. Primarily, it is not important which point it is and how it produces. The main thing is to take the production of alternatives at some point. In many situations in life, forming alternative possibilities is extremely helpful and purposeful, this is clear from Edward de Bono’s research.
So AMA transfers a general desire into a specific action statement and helps focus the idea generation process.
In this way, AMA not only helps produce the alternatives in the first place, but also shows how to proceed once they have been produced. Then we also have to make a selection at some point to find a fixed end point for this phase and allow it to progress. Accordingly, production – related to a specific situation – is not infinite.
