|
New "Brainstorming" Principles
|
|
John R. Rossiter and Gary L. Lilien
|
Abstract
|
|
This article presents six new principles emerging from four decades of academic and industry research on the generation of high-quality creative ideas by "brainstorming". The principles are: (a) brainstorming instructions are essential and should emphasize, paradoxically, number and not quality of ideas; (b) a specific, difficult target should be set for the number of ideas; (c) individuals, not groups, should generate the initial ideas; (d) groups should then be used to amalgamate and refine the ideas; (e) individuals should provide the final ratings to select the best ideas, which will increase commitment to the ideas selected; and (f) the time required for successful brainstorming should be kept remarkably short. By following these principles, brainstorming will more dependably produce high-quality creative results.
|
|
|
|
|
Download this article.
|
Keywords
|
|
CREATIVE IDEAS; GROUPS VS. INDIVIDUALS; TASK INSTRUCTIONS AND PROCEDURES; BRAINSTORMING; NOMINAL GROUP TECHNIQUE; COMPUTER APPLICATIONS IN MANAGEMENT.
|
|
Contact Details
John R. Rossiter
Australian Graduate School of Management
The University of New South Wales
Sydney NSW 2033
Gary L. Lilien
Smeal College of Business Administration
Penn State University
University Park PA 16802
U.S.A.
|
|
The authors thank Philip Yetton of the AGSM for his useful comments and suggestions.
|
