Brainstorming

Brainstorming is a working method in which a group or individual generates a large number of ideas on a specific topic over a short period. The defining feature of this technique is the separation of idea generation from idea evaluation: initially, many ideas are collected, and only afterward are they reviewed and refined.

The method is commonly used for solving problems, developing new products, innovation, and planning projects. It exists in two forms: a verbal form in which people discuss together, and a written form in which each person writes down their ideas separately before they are compiled.

Basic Rules

Four standard rules characterize the technique: (1) criticism of ideas is deferred while generation is ongoing; (2) the quantity of ideas is valued, since the likelihood of a good idea increases as the number grows; (3) unconventional ideas are not rejected; (4) ideas are combined and developed by building on one another.

History

The technique was popularized in the twentieth century by a manager in American advertising firms, who published works establishing the rules for idea generation. Since then, various modified forms have been developed, including written approaches and computer network-based methods.

Criticism and Research

Several researchers have shown that groups discussing verbally sometimes produce fewer ideas than an equivalent number of individuals working separately and then combining results. Reasons cited include one person speaking while others wait, fear of social judgment, and people relying on the effort of others. For these reasons, written and individual work approaches are often preferred.