Brainstorming

Developed by Alex F. Osborn, brainstorming is the oldest and best known technique for stimulating creative thinking. It involves the use of a group whose nibblers are presented with a problem and ;we asked to develop as may potential solutions as possible. Members of the group may all be employees of the same firm or outside experts in a particular Yield. Brainstorming is based on the premise that when people interact in a free hairsplitter they will generate creative ideas. That is, as one person generates idea, it serves to  the thinking  of others. This interchange of ideas creates all atmosphere of free discussion and spontaneous thinking. The objective is to produce as many it leas as possible in keeping with the lief that the larger the number of ideas produced, the greater the probability of identifying an acceptable solution. 

Brainstorming  is governed by four important rules : 

1. Criticism is prohibited. Judge  of ideas must he withheld until all ideas have been generated. It is believed that criticism  inhibits the tree slow of ideas and group creativity. 
2. 'Freewheeling' is welcome. The wilder the idea the better. It is easier to 'tale down' than to 'think up'  ideas. 
3. Quantity is wanted. The greater the number of ideas, the greater the likelihood of an outstanding  solution. 
4. Combination and improvement are sought. additional to contributing ideas of their own. group members suggest how ideas of others be improved,  or how two or Berlioz ideas can be contributed into still caloric idea. 

Brainstorming sessions usually  involve six tn eight participants  and run from thirty minutes to an hour. A one-hour session is likely produce any where from 50 to 150 ideas. Typically, most ideas will be impractical, but a few will merit serious consideration. Brainstorming has given encouraging results in the field of advertising, in all branches of the Armed Forces, and in various Central, Slate and local agencies. 

Brainstorming, however. is not without limitations. It is usually  most effective when a problem  is simple and specific. In addition, brainstorming sessions are time-consuming and, therefore, can be costly. Finally, brainstorming often produces superficial solutions. This latter limitation, of course, can be overcome by selecting group members who are familiar with at least one inspect of the problem being considered.