Alex Osborn put forward this idea generating technique called Brainstorming. It is a group exercise undertaken by 5-10 people. They study a problem for sometime. The chairman of the group invites the participants to throw up ideas — any ideas, even the wildest.The objective is to generate as many ideas as possible.The ideas are not examined for their quality at this stage. Participants are encouraged to formulate new ideas on the basis of ideas thrown up by other people. The participants should be drawn carefully for brainstorming session. They should have operational knowledge of the area for which the ideas are being generated and of related areas too. They should not fight shy of expressing their ideas. At the end, the ideas are examined critically, and the more promising ones are separated. The best ideas are then developed further into concepts. Brainstorming is widely used in advertising and new product development.