The primary goal is volume; Osborn believed that the more ideas generated, the higher the probability of finding a high-quality solution.
Use different materials, ingredients, or approaches.
Allowing the unconscious mind to process information (a period of rest or distraction). Synthesis: Combining and organizing the generated ideas.
Osborn’s system relies on four fundamental rules designed to maximize "ideative efficacy" by removing psychological barriers:
Applying judicial judgment to select and verify the best solutions. Tools for Activating Imagination
Generating a vast pool of tentative ideas using brainstorming techniques.
In his seminal 1953 book, Applied Imagination , Alex Osborn (the "O" in the advertising agency BBDO) formalized the creative process, most notably introducing the concept of . He argued that creativity is a "teachable art" that can be developed by separating the generative mind from the judicial mind. Core Principles of Ideation
Provide a to run your first brainstorming session.