The Problem With Brainstorming

From time to time I find myself invited to brainstorm for people. This usually involves coming up with new ways my hosts might "add value to their revenue chain" or "leverage their brand." To be perfectly honest, I’m not very good at it. I’ll explain why in a moment. First, though, here’s a little history of brainstorming.

Brainstorming is a creative problem-solving strategy launched in 1953 in a book called Applied Imagination by Alex F. Osborn, an advertising executive. The basic idea is that when judgment is suspended, a bold and copious flow of original ideas can be produced. It’s very much a team effort — rather than getting bogged down in the judgments, personal criticisms and ego clashes that accompany the ownership of, and investment in, certain ideas, the team acts collectively.

By Momus

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