Identify the two phases of brainstorming. Briefly discuss its advantages for small groups who must generate ideas. What rules should you keep in mind during group brainstorming?

What will be an ideal response?

The ideal answer should include:
- The first phase is the brainstorming session itself, and the second phase is the evaluation period.
- Organizations have come to embrace brainstorming, because it lessens group members' inhibitions and encourages all participants to exercise their creativity. It also fosters cooperative teamwork; members soon learn that their own ideas and creativity are sparked by the contributions of others. The technique builds member pride and ownership in the final solution (or product or service), because all members contribute to it.
- Rule 1: No evaluations are permitted at this stage. All ideas should be recorded for the group to see. Prohibiting verbal and nonverbal evaluation encourages group members to participate freely.
- Rule 2: Quantity of ideas is the goal. The more ideas generated, the more likely it is that a useful solution will be found.
- Rule 3: Combinations and extensions of ideas are encouraged. The value of a particular idea may be that it stimulates another idea.
- Rule 4: Freewheeling is desirable. A wild idea can be tempered easily, but it's not so easy to elaborate on a simple or conservative idea.