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1. Introduction

Brainstorming is a group creativity activity designed to generate a large number of raw ideas in order to derive the solution to a problem.

1.1 Background: During the late 1930 ‘s and early 1940 ‘s, advertising director Alex Osborn developed a technique for generating new product slogans and ad campaign ideas amongst his employees. He would meet with his group around a table, outline the problem and then have them generate ideas willy-nilly. Out of the scores of ideas generated, a few would turn out to be real gems. This idea-generating activity evolved and became to know as “brainstorming” and top companies and creative individuals all around the world are still using it. In 1953 the method was well popularized by Alex Faickney Osborn in a book called Applied Imagination. Osborn proposed that groups could double their creative output with brainstorming. ( Osborn A F, 1963)

1.2 Advantages: Some of the major advantages of the Brainstorming are as follows

(a) One can use it to generate superlative ideas for business or any other activity that one is involved in, either through traditional group brainstorming sessions or through solo ‘wildcatting’ brain storm sessions.

(b) Allows one to generate a large quantity of ideas in a short period of time.

(c) Aims to bypass the logical ‘censor’ mind and access the more creative parts of one’s brain.

1.3 Disadvantages of Brain Storming electronic shops indiranagar

Some of the disadvantages of the Brainstorming exercise are as follows:

(a) In a group, participants have to listen to others and may spend time repeating their ideas until they get sufficient attention.

(b) Advising participants to let others speak without making them feel offended or intimidated can be difficult.

(c) Participants, with the ability to express their ideas faster and more effective, gain the general attention of the group. Some form of leadership can be formed in this way within the group, which might make participants feel intimidated.

(e) On the one hand, people are not very skilled at controlling their non-verbal reactions and might influence the creativity of others with their posture, gestures or facial expressions. On the other hand, attempting to control their non-verbal behavior might inhibit their own creativity.

Numerous attempts have been made to improve brainstorming or use more effective variations of the basic technique. From these attempts to improve brainstorming, electronic brainstorming emerged out. Mainly through anonymization and parallelization of input, electronic brainstorming enforces the ground rules of effective brainstorming and thereby eliminates most of the deleterious or inhibitive effects of group work.

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