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As a control sample, the scientists gave the same puzzles to forty-eight students working by themselves. The groups were instructed to follow Osborn’s guidelines.
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Forty-eight male undergraduates were divided into twelve groups and given a series of creative puzzles. The first empirical test of Osborn’s brainstorming technique was performed at Yale University, in 1958. But there is a problem with brainstorming. Brainstorming seems like an ideal technique, a feel-good way to boost productivity.
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The whiteboard has been filled with free associations. Typically, participants leave a brainstorming session proud of their contribution. The appeal of this idea is obvious: it’s always nice to be saturated in positive feedback.
The underlying assumption of brainstorming is that if people are scared of saying the wrong thing, they’ll end up saying nothing at all. Employees are instructed to “defer judgment” and “go for quantity.” At the design firm IDEO, famous for developing the first Apple mouse, brainstorming is “practically a religion,” according to the company’s general manager. When people want to extract the best ideas from a group, they still obey Osborn’s cardinal rule, censoring criticism and encouraging the most “freewheeling” associations. And it has given rise to detailed pedagogical doctrines, such as the Osborn-Parnes Creative Problem Solving Process, which is frequently employed by business consultants. “Your Creative Power” has even inspired academic institutes, such as the International Center for Studies in Creativity, at Buffalo State College, near where Osborn lived. It is still popular in advertising offices and design firms, classrooms and boardrooms. You’re loosening up your unfettered imagination-making your mind deliver.” Brainstorming enshrined a no-judgments approach to holding a meeting.īrainstorming was an immediate hit and Osborn became an influential business guru, writing such best-sellers as “Wake Up Your Mind” and “The Gold Mine Between Your Ears.” Brainstorming provided companies with an easy way to structure their group interactions, and it became the most widely used creativity technique in the world.
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When you’re through, your sheet of paper may be so full of ridiculous nonsense that you’ll be disgusted. “Forget quality aim now to get a quantity of answers.
“Creativity is so delicate a flower that praise tends to make it bloom while discouragement often nips it in the bud,” he wrote. If people were worried that their ideas might be ridiculed by the group, the process would fail. The most important of these, Osborn said-the thing that distinguishes brainstorming from other types of group activity-was the absence of criticism and negative feedback. The book outlined the essential rules of a successful brainstorming session. The brainstorm had turned his employees into imagination machines. Osborn described, for instance, how the technique inspired a group of ten admen to come up with eighty-seven ideas for a new drugstore in ninety minutes, or nearly an idea per minute. But Osborn’s most celebrated idea was the one discussed in Chapter 33, “How to Organize a Squad to Create Ideas.” When a group works together, he wrote, the members should engage in a “brainstorm,” which means “using the brain to storm a creative problem-and doing so in commando fashion, with each stormer attacking the same objective.” For Osborn, brainstorming was central to B.B.D.O.’s success. “Your Creative Power” was filled with tricks and strategies, such as always carrying a notebook, to be ready when inspiration struck. “The more you rub your creative lamp, the more alive you feel,” he wrote. Such a mental boost would spur career success-“To get your foot in the door, your imagination can be an open-sesame”-and also make the reader a much happier person. Osborn promised that, by following his advice, the typical reader could double his creative output. An amalgam of pop science and business anecdote, it became a surprise best-seller. His book “Your Creative Power” was published in 1948. By the forties, he was one of the industry’s grand old men, ready to pass on the lessons he’d learned. began when he teamed up with another young adman he’d met volunteering for the United War Work Campaign. Born in 1888, Osborn had spent much of his career in Buffalo, where he started out working in newspapers, and his life at B.B.D.O. was widely regarded as the most innovative firm on Madison Avenue. In the late nineteen-forties, Alex Osborn, a partner in the advertising agency B.B.D.O., decided to write a book in which he shared his creative secrets. Repeated scientific debunking hasn’t dented brainstorming’s popularity.
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