ARTICLE BY,

SHYAM CHANDAR.S.B

Brainstorming

Brainstorming is a group creativity technique designed to generate a large number of ideas for the solution of a problem. In 1953 the method was popularized by Alex Faickney Osborn in a book called Applied Imagination. Osborn proposed that groups could double their creative output with brainstorming.In the Encyclopedia of Creativity, Tudor Rickards, in his entry on brainstorming, summarizes its controversies and indicates the dangers of conflating productivity in group work with quantity of ideas.

Brain storming is a technique used to gather a large quantity of ideas. The ideas generated are geared towards solving a specific problem. There are different brainstorming techniques which have been used. They are however, often group creativity techniques, whereby a group of individuals join together so as to find a solution to a specific problem.

There are clear evidences derived from in-depth scrutinized research proving the contrary,group working has its negative aspects such as social loafing, distraction, anxiety, coordination problems. It has even been assumed that people working in groups tend to be less productive than those who work independently.

There are, however, some direct psychological benefits derived from brainstorming such as motivation derived from work enjoyment, job satisfaction, boost of moral and improved team working environment.

There are four basic rules in brainstorming. These are intended to reduce social inhibitions among group members, stimulate idea generation and increase overall creativity of the group.

Focus on quantity: The greater the number of ideas generated, the greater the chance of producing a radical and effective solution.

Withhold criticism: Participants should focus on extending or adding to ideas, reserving criticism for a later 'critical stage' of the process.

Welcome unusual ideas: To get a good and long list of ideas, unusual ideas are welcomed. They can be generated by looking from new perspectives and suspending assumptions.

Combine and improve ideas: Good ideas may be combined to form a single better good idea, as suggested by the slogan "1+1=3". It is believed to stimulate the building of ideas by a process of association.

Brainstorming is a popular method of group interaction in both educational and business settings. Although it does not provide a measurable advantage in creative output, brainstorming is an enjoyable exercise that is typically well received by participants. Newer variations of brainstorming seek to overcome barriers like production blocking and may well prove superior to the original technique. Some governmental organizations (The Welsh Development Agency and the Department of Enterprise, Trade and Investment in Belfast) have reached the conclusion that the term 'brainstorming' is offensive to people with epilepsy and have suggested the alternative "thought-showers".