![]() ![]() It’s 65 years old, so you need to aim off for that.“A problem well stated is half solved.” John Dewey WHAT YOU HAVE TO WATCH ![]() “Imagination is more important than knowledge.” Albert Einstein Adapt? Modify? Magnify? Minify? Substitute? Rearrange? Reverse? Combine?.When you participate in a brainstorm, don’t drive with the brakes on.The brief or subject of each brainstorm needs to be specific, thus preventing vague ideas that won’t work.The process needs to run from orientation, preparation, and analysis to ideation, incubation, synthesis and Creative imagination hunts out interesting stuff, and works out how to change what is found.When judgement is served too early, it stifles creativity, so groups adopting the second approach generate 10 times as many ideas.A creative mind visualises, foresees, and generates ideas.A judicial mind analyses, compares and chooses.Combination and improvement are sought.The greater the number of ideas, the more the likelihood of winners. Adverse judgement of ideas must be withheld till later. The system is based on four principles:.(He recommends 12 people as the optimum number). Here he coins the concepts of brainstorming and group ideation for the first time.This is the classic 1953 book about the principles and procedures of creative problem solving, written by one of the founders of the BBDO advertising agency (Batten Barton Durstine Osborn).Brainstorming is the best way to generate lots of fertile ideas. ![]()
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