![]() Using these new rules, people's natural inhibitions were reduced, inhibitions which prevented them putting forward ideas which they felt might be considered "wrong" or "stupid". Quantity produced quality (when judgement is suspended). He found that when these rules were followed, a lot more ideas were created and that a greater quantity of original ideas gave rise to a greater quantity of useful ideas. The rules he came up with are the following: When imagination and judgement are separated and judgement suspended, the imagination can work freely, which provides the foundation for his theory that “quantity will breed quality.” Original Rules for Brain Storming “It is imagination inseparably coupled with both intent and effort.” He accessed that intent and effort through brainstorming, a technique that relied on two ideals: the separation of imaginative and judicial judgment and the principle of suspending judgment. “Creativity is more than mere imagination,” he proclaimed. Osborn held the underlying belief that everyone had creative potential all that was needed was a process to teach and nurture it. Later books included Wake Up Your Mind: 101 Ways to Develop Creativeness (1952), Your Creative Power: How to Use Imagination (1952), Applied Imagination (1953), and How to Become More Creative (1964). Yet it wasn’t until 1942 with the publishing of How to Think Up that the so-called “father of brainstorming” established himself as a foremost philosopher in applied creativity. But his foray into pedagogy began back in 1921 with A Short Course in Advertising, his first book in which he explored the principles of the advertising business. His underlying premise was that “it is easier to tone down a wild idea than to think up a new one.”Ī co-founder of worldwide advertising agency BBDO, Osborn went on to author several theories of creativity, culminating in the creation the Creative Education Foundation. He described brainstorming as "a conference technique by which a group attempts to find a solution for a specific problem by amassing all the ideas spontaneously by its members". To "think up" was originally the term he used to describe the process he developed, and that in turn came to be known as "brainstorming". He was looking for rules which would give people the freedom of mind and action to spark off and reveal new ideas. He found that conventional business meetings were inhibiting the creation of new ideas and proposed some rules designed to help stimulate them. In response, he began hosting group-thinking sessions and discovered a significant improvement in the quality and quantity of ideas produced by employees. He was frustrated by employees’ inability to develop creative ideas individually for ad campaigns. Osborn began developing methods for creative problem-solving in 1939. ![]()
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