The notion of brainstorming can sometimes elicit eye-rolls – usually because it's fundamentally misunderstood. Apple alumnus and Stanford Executive Director of Design, Bill Burnett, says we're only scratching the surface of its potential.
Brainstorming is on the endangered words list, at risk of slipping into ‘buzzword’ territory any day now – although some would argue it’s already there. That’s because everyone is doing it, but many of us don’t quite know how to. According to Bill Burnett, Executive Director of the Design Program at Stanford University, the process is fundamentally misunderstood – it’s about more than sitting in a group expecting genius to unfold. What’s missing from most brainstorming sessions is the notion that this is a skill, not a magic trick.