Chapter 2
Beyond Brainstorming
Understanding Individual and Group Ideation Techniques
Here's a joke from a cynical client:
Question: What's the difference between a brainstorming session and an ideation session?
Answer: An extra two thousand dollars a day for the facilitator.
There's some truth in what the client says, but it's also true that there is a big difference between brainstorming and ideation. Brainstorming, still generally used as a catch-all term to describe group idea generation, is, strictly speaking, only one of several hundred specific idea-generating techniques. The term ideation took its place in the business lexicon because a categorical term was needed to describe all the new group and personal idea-creation techniques that ...
