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David Murray's Blog

Brainstorming Sucks

I hate brainstorming. It was created by advertising executive Alex Osborne as a technique for developing advertising ideas. Among the rules established by Osborne was the “suspension” of judgment or criticism of ideas. However, without judgment ideas are frivolous at best. While this may work in the advertising world, it’s not of much use in any other part of the organization. We need to be skeptical. We need to understand the weaknesses of our ideas because that’s the only way that we can develop them. The creative process is an evolutionary process and judgment is the mechanism we use to drive the progression.

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