ABSTRACT
Brainstorming is simply one of a large number of problem-solving techniques and these techniques are both analytical and creative. All managers build up a kit of problem-solving tools and they are constantly adding to the kit. While a brainstorming session will give a large number of ideas — in most cases many hundreds — it only may give winners. The correct perspective is to regard brainstorming and its associated techniques of restating the problem and wildest idea, as just another of the tools in the manager's problem-solving kit. Like any of the other tools, it cannot be guaranteed to give success, to give winners of ideas. The brainstorming session is not the end of the process. In fact, the hardest part is to come, that is evaluating the many ideas obtained in the session. Another aspect of the composition of the brainstorming group is the question of observers, and particularly non-participant observers to the session.
