There's a lot of buzz around brainstorming not being a thing anymore. This Forbes article is but one of many debunking the myth of brainstorming being great for coming up with ideas. But guess what? 70 years later, brainstorming is still around. And for one reason:
It has a very cool name.
Alex Osborn, the man who invented brainstorming, didn’t get everything right, but the name “brainstorm” was certainly a home run.
Since the late 40’s when Osborn – who happens to be the “O” in BBDO – gave brainstorming to the world, his creation has been scrutinized, debunked, evolved, changed and re-adapted. The brainstorming techniques used today by IDEO and other creative companies are so different from Osborn’s original process they should not be called brainstorms. Yet, they are, because no one wants to let go of that supercool name.
Would you rather tell your wife/husband when you get home that you took part in a “brainstorm", or in a group idea-generating session?
“Brainstorm" for me, any day of the week, please.
Many articles today that debunk brainstorming still take as reference Osborn’s model, which was flawed. There's plenty of science out there to prove it. Many better ways to come up with ideas are at our disposal. Heck, telling everyone just to have ideas on their own works better than Osborn's brainstorm. Yet, it was the starting point to all the knowledge we have today on idea-generating. Fact is, nowadays, "brainstorming" has come to mean "generating ideas" – either in group settings or individually. To which there are many different techniques – some of them have nothing to do with the original brainstorming from the 40s.
Osborn got a few things right, though, besides naming it “brainstorm”. Here are my 3 favorites: Read more