Here is a quick answer: "Brainstorming," while still used by most executives as a catch-all term to describe "group idea generation" is one of several hundred specific, idea-generating techniques. The term "ideation" took its place in the business lexicon because a categorical term was needed to describe all the new group and personal idea-creation techniques that have been created since the invention of "Brainstorming" in the late 1930s.

In its day, the technique of brainstorming was an important advancement in the process of group idea generation. Even today, the brainstorming principles of "withholding judgment" and "quantity equaling quantity" are important and valid; and newer ideation techniques build on those principles – but also include other even more powerful creative practices.

How can you employ ideation techniques to provide powerful answers to creative challenges? Read Bryan Mattimore's IDEA STORMERS: How to Lead and Inspire Creative Breakthroughs (published by Jossey-Bass, an imprint of Wiley) or contact The Growth Engine at (203) 857-4494. You can also find us on the web at http://www.growth-engine.com/