---
title: The Value of Brainstorming Techniques for Business Ideas
description: The Value of Brainstorming Techniques for Business Ideas
---

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# [The Value of Brainstorming Techniques for Business Ideas](https://www.brainzooming.com/blog/innovation-and-the-value-of-brainstorming)

 Written by [Mike Brown](https://www.brainzooming.com/blog/author/mike-brown) | May 27, 2010 9:50:28 AM

<https://www.brainzooming.com/hubfs/Imported_Blog_Media/100527-Brainstorm-3.jpg>You'll occasionally see [an article or blog post **questioning the value of brainstorming** as a tool to generate and improve the quality of innovative business ideas](http://blogs.hbr.org/research/2010/02/pinks-grammy-showstopper-and-t.html). One **criticism about the value of brainstorming usually stems from the "poor" efficiency of brainstorming techniques**, since many ideas are generated which never get developed.

This misperception is fostered by "rules" shared at the start of most group brainstorming exercises stating "every idea is a good idea." This guideline creates **a false expectation that every idea shared in the brainstorming session is ultimately good** or even implementable.

More accurately, this brainstorming rule sets up a period of [divergent thinking](https://www.brainzooming.com/?p=937). That's when strong facilitators ensure a focus on generating the maximum number of ideas with minimal explanation and judging.

Ultimately though, **judgment isn't thrown out in brainstorming or innovation processes. It's only suspended** during a good divergent thinking session. The switch has to then be made to convergent thinking where ideas most certainly need to be judged. **In practice, maybe 10% of the ideas survive for further consideration,** and still fewer for implementation.

Sure the process can seem unruly and unproductive, but **for anyone who's tried to sit at a desk by themselves and think up innovative ideas, **the value of brainstorming is clear, and **it's a tremendously beneficial process**to use. – *[Mike Brown](https://www.brainzooming.com/?page_id=1197)*

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