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1. Don’t judge or criticize ideas.

2. Be freewheeling. The wilder the

idea, the better.

3. Go for quantity. The more ideas

you have, the better.

4. Build on the ideas of fellow group

members.

Osborn believed passionately that

groups—once freed from the shackles

of social judgment—produced more

and better ideas than did individuals

working in solitude, and he made grand

claims for his favored method. “The

quantitative results of group brainstorming

are beyond question,” he

wrote. “One group produced 45 suggestions

for a home-appliance promotion,

56 ideas for a money-raising campaign,

124 ideas on how to sell more blankets.

In another case, 15 groups

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