The Fudges of Brainstorming

The term brainstorming has passed into common English usage. Invented by Alex Osborn, a versatile advertising executive, brainstorming has come now to mean freewheeling discussion.

The principles of brainstorming as a technique are deceptively simple:

  1. All evaluative or critical comments are taboo during the phase of generating ideas or solutions.
  2. The attempt is to generate a very large number of ideas or solutions. The logic is that at least a small proportion of ideas tend to be high quality that are both novel and useful, so that the larger the number of ideas generated the larger may be the number of quality ideas that are produced.
  3. Emphasize novelty, not correctness or appropriateness. The stranger the ideas solutions, the better. The reason is that strange ideas demolish existing mental frames and liberate the mind to generate and accept unconventional ideas.
  4. Participants in a brainstorm are encouraged to build on each other’s ideas.

Typically, in a brainstorm, a specific problem is first introduced. The problem must be quite specific, and capable of many alternative solutions. Thus, one cannot brainstorm on a vague problem like how to increase productivity, now on a problem with one right answer, such as what was worker productivity in the plant last month But how to increase worker productivity by 30% in a particular is quite appropriate for brainstorming. Gnenerally, brainstorming problems are preceded by how to …

After the problem is stated and clarified, the brainstorm begins.Each group member gives one . . . .

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