Taming The Wild - Grounded brainstorming

Anneke de Jong

This paper explores the role that brainstorming plays and should play in the innovation process; does it really deliver what it promises? An emerging disconcert is at the heart of this question; has ‘creativity’ started to lead its own life, has it taken over from reality? This is a journey back to what it is all about; looking at the receiving end perspective, challenging conventional assumptions and providing a structured approach; grounded brainstorming.

Taming the Wild

Grounded Brainstorming

Anneke de JongEffectiveBrands, Netherlands

Brainstorming as We Know It

In today's competitive battlefield, innovation is no longer an option ...

Almost 50% of current sales are accounted for by products that are less than three years old (The Economist Intelligence Unit)

Most companies introduce innovation after innovation. Inherent to the growing market pressure to come up with innovations is the growing pressure to constantly fuel the pool of new ideas. Brainstorming as a technique to do just that is nowadays a standard feature in the innovation process of many companies.

Most will state...

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