What is Brainstorming?
Madison Avenue advertising executive Alex Osborn developed the original approach and published it in his 1953 book, "Applied Imagination." Since then, researchers have made many improvements to his original technique.
The approach described here takes this research into account, so it's subtly different from Osborn's approach.
Brainstorming combines a relaxed, informal approach to problem solving with lateral thinking. It encourages people to come up with thoughts and ideas that can, at first, seem a bit crazy. Some of these ideas can be crafted into original, creative solutions to a problem, while others can spark even more ideas. This helps to get people unstuck by "jolting" them out of their normal ways of thinking.
Therefore, during brainstorming sessions, people should avoid criticizing or rewarding ideas. You're trying to open up possibilities and break down incorrect assumptions about the problem's limits. Judgment and analysis at this stage stunts idea generation and limit creativity.
Evaluate ideas at the end of the session – this is the time to explore solutions further, using conventional approaches.
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