Table of Contents
THE DIFFERENCE AN IDEA MAKES 21
how ideas make a difference
how ideas can change your life
ideas which have made a difference in our world
importance of ideas to the individual, the company, community,
THE STORK DOESNT BRING THEM 37
how you give birth to ideas
how the subconscious works
a test to show how your subconscious creates ideas
the practical results of impractical ideas
how creative people have harnessed their subconscious
how you can do the same
BRAINSTORMING? WHAT’S THAT? 49
history of brainstorming
problems of old-style conferences
how brainstorming can solve many of them
how you can brainstorm
some cash results of brainstorming
leading organizations which are using brainstorming
reasons individuals and groups should both use brainstorming
MIXING THE WITCH’S BREW 67
how you can set up a classic brainstorm session
Osborn’s four basic rules
what kind of problem you should attack
who to invite
how to write the invitation
when and where to hold your brainstorm
KEEP ‘EM ROLLING 87
how you can learn to be a good brainstorm chairman the list of outlawed killer phrases one of apologetic phrases what the secretary does
how to catch ideas
tricks to keep ideas coming
what you can do about that terrible long silence
AFTER THE STORM IS OVER 105 what you do after the brainstorm how you can collect extra ideas what to do with your ideas who applies judgment the screened list
IDEAS? IN MY COMPANY? 115
how to sell brainstorming to your boss
the best way to sell a superior
how you can sell new ideas in your company
the strategy and tactics you can use to turn your ideas into action
THE PREACHING PRACTICED 123
actual case histories of brainstorm sessions
the brainstorm itself
the list of ideas
cold cash results
SOLOS AND SMALL COMBOS 153
how you can brainstorm by yourself what equipment you need when and where to solo brainstorm how to stimulate your subconscious how to ignite a solo chain reaction problems for the solo brainstorm how small groups brainstorm the quick, on-the-spot brainstorm what one company has done variations on a theme
IT COMES KING SIZE, TOO 165
why members of large groups don’t contribute ideas how you can make each member a brainstormer how you can collect ideas from hundreds of people sparking a conference or convention uses of the mass brainstorm a test case
TAKE IT HOME TO MAMA 177 how you can brainstorm at home
a housewife uses brainstorming
the family brainstorm
problems for the breakfast-table brainstorm
how to make your home life richer with brainstorming
THE SHOE FITS, PUT IT ON 187
how brainstorming fits your business examples of brainstorming used in many fields a department-store case history of how it adapted brainstorming to special problems
how brainstorming can work in laboratories and lodges, union meetings, and executive suites, on the campus and the production line, in hospitals and civic organizations a church case history and one for travelers
TROUBLES ARE A BRAINSTORMER’S BEST FRIEND 207
how you can turn your problems into advantages
profits from frustration
turning temper into cash
the nose for needs
a company which thrives on problems
how you can find problems
case histories of companies which turned problems into profits
how you can do the same
THE COMPLEAT BRAINSTORMER 227
how to look at your world creatively
how you can invite brainstorms
ways you can solve your problems creatively
how you can make a check list
how you can make an idea bank and an idea museum
your own idea trap
SECRETS OF A SUCCESSFUL IDEA MAN 243
why you should give ideas away how to exercise your subconscious the importance of having a deadline why keep score on yourself how to make your own wish book what more ideas would mean to you the basic secret of all idea men
Sample Content Preview
I am proud of the fact that for the past several years our division of General Motors has been a leader in the GM Suggestion Plan. This record stems, at least in part, I feel, from the “climate,” the idea-atmosphere, that pervades our organization. That, I believe, is the most important single result to come from our continuing creativity program.
Surely we teach people some specific ways to generate ideas. The techniques described by Charles Clark in this book are followed, and I might say I’ve even learned some new ones from him. But, above all, we have tried to create a definite feeling among our people, especially our management and technical groups, that our division has a “wide-open mind.” I don’t believe anybody feels he will be criticized for suggesting something new, untried, or different, even if it might seem “screwball.”
So I am delighted to have the honor of suggesting to you that this book will make life a bit better for you and for all who are affected by your life and occupation. At work, at home, in groups or alone, “brainstorming” is fun and is valuable.
Maybe we are highlighting the word “brainstorming” with unusual force. The main idea to get from a book such as this, however, is that the human brain is a wonderful, fantastic, unbelievable instrument—and one that we can use constantly for the betterment of mankind!
Joseph A. Anderson General Manager AC Spark Plug Division of General Motors, Flint, Mich.
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