Abstract:

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. Brainstorming can certainly pay off, we just need ask ourselves why and how we do it.