Bloque A - Text 2 · Inglés PAU Andalucía Examen E 2020

TEXT 2: WHAT IS BRAINSTORMING?

1 Brainstorming is a group creativity technique that is often used in companies to find a solution to a specific problem. This is accomplished by gathering and recording new ideas from staff in a free-flowing manner. Brainstorming sessions are usually made up of a handful of core team members, and are typically led by a director or facilitator.

4 Brainstorming originated from an advertising executive named Alex F. Osborne, and dates to 1939. Frustrated with his employees' inability to generate creative new ideas, Osborne began developing new methods for problem solving that used a team-based approach to work. He organized group-thinking sessions, and discovered that it led to a significant rise in the quality and quantity of new ideas. Osborne called these group meetings "brainstorm" sessions, and wrote about the technique in later publications.

9 In brainstorming sessions, ideas are collected and recorded using whatever tool is available to the team. Modern businesses have begun to adopt digital platforms or mind mapping tools to speed up the process. Quantity of ideas is usually emphasized over quality, with the goal of generating as many new suggestions as possible. Once all the ideas have been collected, the team evaluates each of them and focuses on the ones that are more likely to work.

13 Brainstorming is a technique that helps teams innovate and work collaboratively but there is no single right way to hold a brainstorming session. For example, individual or reverse brainstorming sessions are also possible and have in fact proved to be helpful ways of generating new ideas. The goal should always be to use what works best for you and your team.

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Brainstorming...

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Typically, participants in brainstorming sessions...

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