Use brainstorming in searching for a core concept

1. Don't stop and discuss. Go for quantity, not quality. Keep the momentum going.
2. Withhold criticism.
3. Welcome unusual ideas. Challenge assumptions. Go crazy. The wilder the ideas the better.
4. Combine and improve ideas.

Osborn, A.F. (1963)
Applied imagination: Principles and procedures of creative problem solving
(Third Revised Edition). New York, NY: Charles Scribner’s Sons.

There are four basic rules in brainstorming.These are intended to reduce social inhibitions among groups members, stimulate idea generation, and increase overall creativity of the group.

1. Don't stop and discuss. Go for quantity, not quality. Keep the momentum going. This rule is a means of enhancing divergent production, aiming to facilitate problem solving through the maxim, quantity breeds quality. The assumption is that the greater the number of ideas generated, the greater the chance of producing a radical and effective solution.

2. Withhold criticism: In brainstorming, criticism of ideas generated should be put 'on hold'. Instead, participants should focus on extending or adding to ideas, reserving criticism for a later 'critical stage' of the process. By suspending judgment, participants will feel free to generate unusual ideas.

3. Welcome unusual ideas: To get a good and long list of ideas, unusual ideas are welcomed. They can be generated by looking from new perspectives and suspending assumptions. These new ways of thinking may provide better solutions.
Challenge assumptions. Be creative. Go crazy. The wilder the ideas the better.

4. Combine and improve ideas: Good ideas may be combined to form a single better good idea, as suggested by the slogan "1+1=3". It is believed to stimulate the building of ideas by a process of association.


GGA

Although brainstorming has become a popular group technique, researchers have not found evidence of its effectiveness for enhancing either quantity or quality of ideas generated.
Traditional brainstorming may not increase the productivity of groups (as measured by the number of ideas generated), but it may still provide benefits, such as boosting morale, enhancing work enjoyment, and improving team work.

GGA