Brainstorming is such an interesting concept, it has spawned variations that seek to improve upon the original idea. That’s a little like the process of brainstorming itself: One good idea begets another and so on.
'Brainstorms', 'thought showers'; call them what you will: despite some pretty bad press, they remain the go-to panic button for creatives on deadline. For The Drum's Creativity in Focus Deep Dive, PrettyGreen's co-chief exec Emma Grace tells us why they don't work and what you can do instead to harness the true power of both individual and collective thought.
New York advertising executive Alex Osborn advocated for group brainstorming in books he wrote in the 1940s and 1950s by popularizing the idea that problem-solving and innovation are enhanced by harnessing a group’s collective knowledge and building on each other’s ideas