Is traditional brainstorming still an effective way to innovate?

Several executives shared their views on whether traditional brainstorming still an effective way to innovate. Dave Allan, co-founder, ?What If! The Innovation Co, said that innovation is about far more than brainstorming. It is about making the world better place for potential users, while generati...

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Bibliographic Details
Published in:Marketing (London) 2007-09, p.28
Main Authors: Allan, Dave, Fishburne, Tom, Heale, Daniel, Castens, Stephen
Format: Magazinearticle
Language:English
Subjects:
Brainstorming
Competitive advantage
Innovations
Marketing
Online Access:Get full text
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Summary:Several executives shared their views on whether traditional brainstorming still an effective way to innovate. Dave Allan, co-founder, ?What If! The Innovation Co, said that innovation is about far more than brainstorming. It is about making the world better place for potential users, while generating profits for the business that delivers the idea, ideally, in a way that leapfrogs rivals and provides long-term competitive advantage. Stephen Castens, managing partner, Eureka Europe, said that most successful innovation has its origin in left-brained people, who hate innovation sessions.
ISSN:0025-3650