1. Understanding brainstorming

Brainstorming is the best-known and most widely-used creativity technique, but also the most misused. It is often reduced to a few minutes of uncontrolled delirium, or to writing a few words on Post-it ^_® . In reality, it requires a great deal of discipline.

Brainstorming is based on three principles.

• Defer judgment: as the imagination develops more freely in the absence of judgment, all censorship is forbidden during brainstorming: no phrases such as "it won't work, it's impossible, it's too expensive", or even "I have doubts, I don't think it's a good idea". All ideas are good in principle, even the strangest ones! But rest assured, if the judgment is deferred, it is not suppressed: in the end, when the ideas have to be selected and further developed, there...