Brainstorming

Brainstorming was invented in the early 40's by Alex Osborn. An advertising executive who strived to develop new and interesting concepts to help promote better ideas in his work. The technique became very successful, and now today, many firms and groups use brainstorming as a method by which to get concepts flowing. This has spatted debate to their value as well as developed several other techniques and process that can help in the development of their ideas. One of these other processes is the acclaimed Lateral Thinking process, developed by Edward De Bono. What however, has to be discussed is do these extra brain stimulators really work?

Women and Shoes
One day, two mothers and two daughters went shopping for shoes. Their shopping spree was successful — each bought a pair of shoes, and all together, they had three pairs. How is this possible?

How long does it take to solve this problem? Well, with the understanding of some of the things that De Bono talks about with pattern recall, it shouldn't actually take long at all. Matter of moments. The answer wont be give, but the point is that by placing this problem into your mind, the action is to not think vertically in the reasoning behind the odd outcome, it is to think laterally. To analyse all the reasons that the group ends up with three pairs of shoes. The common method to resolve this would be to use the reversal method. Start with the answer and then work backward to the start to see how three pairs can make the question.

Our brain is very good at solving problems. It has been doing it in time in memorial, but the additional modern concept of trying to use the brain to solve creative issues has taken a step to a new paradigm. The humorous conclusion to any thing in these debates is that the answer is already there. The challenge is to find it. Its almost like the analogy of looking for something in the fog. The fog is the deception of modern education and cliche, and the clearing of the fog will reveal the answer. Good design can be attributed to clever people with aptitude to see variation. But, with some understanding in looking sideways instead of forward, when it comes to concepts, the answers can and do flow in. How does brainstorming work?

Brainstorming can really only be achieved by the method of working in a group. To use a tired expression; "The more the merrier!" In the case of creative brainstorming it can help that all have some creative knowledge, but then again, the actions of having ideas thrown into the melee from inexperienced people can in fact draw out unbiased ideas that can be fresh and exciting. So, the challenge with brainstorming, is to be open and expressive as possible. Almost regress to a child like state. Mainly as children are rarely inhibited by the bounds of reality, and their fantasy side of thinking tends to take over. They tend to think of what is desired rather than what is possible. Osborn set up some simple rules to the process. Their is no bounds to what is said. The weirder notions and ideas tend to make better seeds to concepts. There is no disrespecting a persons idea. Shyness to expression can inhibit a possible great idea. Also, all attendees to the brainstorming session should participate. Having a 'wallflower' sitting in the corner is not at all productive.

The hardest thing to remember in all this, is the simple fact that there are inhibitors at work in any given brainstorming session. These being the constrictive values of vertical thinking. Basically all that has been taught to you before, and all that you have experienced. Not easy to wash (or put) all this to one side whilst you try to develop genius, but if you understand when an idea pops into your mind and seems familiar or weak, then it should be flagged as such. Novelty is the mother of creative ideas and the brainstorming process is hopefully presenting the fertile bed by which to grow these seeds of ideas.