Why You Need to Defer Judgment During the Ideation Phase of a Brainstorming Session

June 27, 2016   |   by Chris Kalaboukis

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Big thanks to Val Vadeboncoeur, Idea Champions' Director of Training, for this timely article on the importance of deferring evaluation during the ideation phase of a brainstorming session.

When Alex Osborn, co-founder of the advertising firm, BBD&O, first came up with the basic concept of brainstorming way back in the 1940's, he stressed that during idea generation "we should hold back criticism until the creative current has had every chance to flow." This principle of "deferring evaluation" of ideas until later has been a bedrock principle of brainstorming ever since. Osborn noted that human beings are of of two minds, what he called the "imaginative" or creative mind and the "judicial" or judging mind. These days, we tend to refer to these in the psych jargon of "right and left brains" today.