Applied Imagination

by Alex F. Osborn

This is the book that originated the term "brainstorming." Osborn was an Madison Avenue advertising guy (mad man) who developed a method of group thinking that is still used today, basically unchanged. He also believed that creativity could be taught.

Genres: Nonfiction, Business, Writing, Design, Self Help, Psychology, Research

417 pages, Paperback

First published January 1, 1953

Reviews

[Alan Cook]

This book was published in 1953, but it still has a lot of useful advice for living in today's world. I've had my copy since soon after publication, and I reread it when my creativity is lagging. Alex Osborn lived in the Buffalo area where I grew up, and one of his anecdotes is about a boy I went to elementary school with. Many references to products and other things are outdated, but the concepts are still very useable. Everybody can be creative, but for most people it takes time, effort and concentration. Being able to think up fresh ideas is a good tool to have available to you, and it is useful in work, play and raising children. Everybody should read a book like this occasionally.

[Ellen]

Applied Imagination was published by advertising executive Alex Osborn in 1953. (Shown here, the 10th edition, 1957, purchased for six bucks on Amazon Marketplace.)

Osborn originated the term "brainstorming" (or, rather, someone came up with it during one of his many workshop sessions, and the term stuck). Osborn had a military metaphor in mind: to "brainstorm" is to attack a problem from numerous directions with the combined force of a group of minds. Today, we often think of a "brainstorm" as any frenzied, energetic outpouring of ideas, mostly bad ones, intended to uncover a few useful gems.

The brainstorming technique outlined in Applied Imagination is still used today and appears again and again in productivity manuals and creative thinking guides directed not only at designers but also business people in nearly any line of work:

1. Appoint a moderator.
2. Define the problem clearly.
3. Record all ideas without criticizing or evaluating them.
4. Set a time limit.
5. Prioritize ideas at the end of the gathering period.

Key to the success of brainstorming is the act of externalizing the thought process (whether working alone or in a group). Capturing ideas frees the mind to move on to the next notion as well as stimulating further thought by presenting the eye with multiple concepts.

[Kristy]

Do not be afraid to skim this book. Lots of chaff. But the wheat (what there is) is very good.

[Goran Jankuloski]

Zabavno pročitati koliko se o kreativnosti znalo pre 70 godina.
Manje zabavno čitati reklamu za američku post-ratnu industrijalizaciju...

[Rick]

This is the book that invented brainstorming. The examples and diction are showing their age, and some aspects of brainstorming have been refuted, but its still a worthy read. Caution, though, the whole part with brainstorming is really just a small part towards the end of the book. The rest is a rather boring paen to "good ideas" and "creativity in business," which have become obvious and pat by now.

[Fakhziar]

i need this book for references of my paper