
78 • Value Analysis and Engineering Reengineered
Brainstorming
We all have a “gold mine between our ears,” and one of the best tools for
extracting that gold is brainstorming. e advertising industry originated
brainstorming as a technique to stimulate creative thinking on advertis-
ing copy. Its applications broadened aer Alex Osborne of the big advertis-
ing rm of Baten, Barton, Durstine & Osborne popularized the technique
with his books Your Creative Power and Applied Imagination.
e free association of ideas is the hub on which brainstorming turns.
Here are the rules of the game, adapted from Osborne:*
• Judgment is ruled out: Do not eva ...