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3. Brainstorming technique

Brainstorming is a group problem-solving/ creativity technique, in which a group of people uses their collective intelligence to approach a creative problem. This technique inspires people to come up with creative ideas. Brainstorming sessions should be used at the very beginning of a project and should address a specific question. Brainstorming was originally discovered in the late nineteen-forties by Alex Osborn. It was developed to inspire employees to produce creative ideas for ad campaigns. The purpose is performed in order to get a quantity of creative ideas and encourage people to use their imagination. This technique is also known as: storm ideas, creativity and brainstorming, idea generation or creative thinking.

Using the Technique

  • Define a problem or opportunity and craft a specific question.

  • Identify participants: the group can include 8 to 16 people. Not every group member needs to be an expert on the specific question.

  • Participants should be trained in advance, so that they understand the brainstorming process prior to tackling the major issue.

  • Set a time limit.

  • Ask participants to shout out ideas, encouraging all participants to be active in the process.

  • Record solutions.  Typically, two facilitators will capture ideas from the group on a whiteboard or flipchart.

  • Participants are encouraged to provide unusual/creative answers.  Criticism is reserved. Ideas can be combined and improved to form better solutions.  

By contrast, brainstorming provides a free and open environment that encourages everyone to participate. Quirky ideas are welcomed and built upon, and all participants are encouraged to contribute fully, helping them develop a rich array of creative solutions.

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