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According to Sociologist Max Weber

- objective, rational, fact-based manner - qualitative, intuitive, a valuebased manner.

1970s

Theories: Convergent and Divergent Thinking - describes how one can process concepts by narrowing or expanding an assortment of ideas.

left brain controls logical functions; right side of the brain: controls intuitive functions.

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1980s
social scientists Allen Harrison and Robert Bramson defined five categories of thinking:

the synthesist idealist pragmatist analyst realist

concluded that analyst and realist

fit Max Webers fact category

- tend to be linear thinkers and prefer to have facts and figures-hard data- they can analyze and control. - these type of people are not comfortable with ambiguous situations.

- make decisions based on intuition, values and ethical judgments. - good at using imagination to produce a flow of new ideas

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1.
Concepts and Rules

Identify concepts under the topic of Brainstorming To be familiar with the processes of brainstorming Be able to create a concept out of effective brainstorming

2.

3.

A sudden inspiration

A bright idea A severe outburst of excitement, often as a result of a transitory disturbance of cerebral activity A sudden mental aberration

Brainstorming is a group creativity technique designed to generate a large number of ideas for the solution of a problem. -1953 Alex Faickney Osborn (Applied Imagination)

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is a process designed to obtain the maximum number of ideas relating to a specific area of interest. Increases the richness of ideas provides a freewheeling environment in which everyone is encouraged to participate.

is a time dedicated to generating a large number of ideas regardless of their initial worth. the free association of different ideas to form new ideas and concepts.

Alex Osborn

Actual origin cannot be traced since brainstorming is a creative thought process that comes to people naturally. Term is coined by Alex Osborn an advertising executive. a "think up"

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After Osborn introduced the concept of brainstorming to us, it took the world by fire. Nowadays companies across the globe benefit from brainstorming and use brainstorming for marketing concepts, advertising campaigns and management methods and strategies, and for many, many more purposes.

Word Games

Exercise the mind and help us get to the proper mindset for brainstorming.
A Game

of Opposites

Break down creative barriers. Practice Run Put into practice by brainstorming an unrelated

topic first.

The PROCESS

1. Form team consisting of subject matter experts as well as non subject matter experts

2. Define the problem the team will brainstorm solutions for (create a concise problem statement) 3. Ensure the team understands the problem (baseline problem understanding) 4. Explain the classic brainstorming rules 5. Initiate brainstorming

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6. Record each idea 7. Brainstorming duration is determined according to the number of ideation pauses 8.Make the idea finite 9. Create an idea matrix and utilize concept selection technique or voting to prioritize ideas for further analysis

1. All ideas are recorded 2. No criticism all ideas are valid 3. Quantity is important, not quality 4. Be imaginative 5. Build off each other's ideas 6. Get to the point 7. Determine how many pauses to incorporate in the process

Initial phase: many easy ideas First pause

Brainstorming

Second phase: ideas are built upon and combined Second pause

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BRAINSTORMING

Third phase: fewer but deeper ideas Third pause Fourth phase: ideas are exhausted

- Solitary Basis - typically includes such techniques as free writing, free speaking, word association, and the "spider web," which is a visual note taking technique in which a people diagram their thoughts.

composed of members with expertise of

the same topic

Members are encouraged to participate in

the whole brainstorming process

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Nominal Group Technique Group Passing Techniques Team Idea Mapping Method Electronic Brainstorming Directed Brainstorming Question Brainstorming