![]() ![]() ![]() The author himself admits that only 10% of the ideas will be usable.In 1919, Osborn joined with Bruce Fairchild Barton and Roy Sarles Durstine to form the BDO advertising agency. Osborn acted as manager of BDO’s Buffalo branch. He was widely responsible for the 1928 merger of BDO (Barton, Durstine & Osborn) with the George Batten Company to create BBDO .Īfter years of success and having survived the Great Depression , BBDO underwent a crisis in 1938, losing many of its clients and key personnel. Osborn commuted to New York City and eventually saved the company by securing the Goodrich tire account . In 1939, he became BBDO’s executive vice president after Durstine resigned. Osborn was crucial in recruiting many top employees, including Ben Duffy, who eventually became president of BBDO. Subsequent academic studies have claimed that brainstorming generates fewer ideas than individuals working on their own and then pooling their ideas.There are some hilarious anachronisms such as “Several organizations have found it helpful to include females on each brainstorm panel.” It’s 65 years old, so you need to aim off for that.“A problem well stated is half solved.” John Dewey WHAT YOU HAVE TO WATCH “Imagination is more important than knowledge.” Albert Einstein Adapt? Modify? Magnify? Minify? Substitute? Rearrange? Reverse? Combine?.When you participate in a brainstorm, don’t drive with the brakes on.The brief or subject of each brainstorm needs to be specific, thus preventing vague ideas that won’t work.The process needs to run from orientation, preparation, and analysis to ideation, incubation, synthesis and Creative imagination hunts out interesting stuff, and works out how to change what is found.When judgement is served too early, it stifles creativity, so groups adopting the second approach generate 10 times as many ideas.A creative mind visualises, foresees, and generates ideas.A judicial mind analyses, compares and chooses. ![]() Combination and improvement are sought.The greater the number of ideas, the more the likelihood of winners. Adverse judgement of ideas must be withheld till later. ![]()
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