How to Make Brainstorming More Effective with Professor Art Middlebrooks

More than 50 years of academic research repeatedly shows that traditional group brainstorming techniques reduce both the quantity and quality of ideas. In this MBA Masterclass, Professor Arthur Middlebrooks will provide historical background on brainstorming, outline several typical problems, and introduce approaches and techniques designed to make brainstorming more effective. Professor Middlebrooks will also briefly introduce Systematic Inventive Thinking techniques, which can help generate more novel ideas.

Art Middlebrooks is Executive Director of the Kilts Center for Marketing, and educator and management consultant specializing in innovation, services marketing, and branding. Middlebrooks focuses on helping service companies grow profitably through new product and service development, branding, and effective marketing strategies. Professor Middlebrooks is the coauthor of two books, Innovating the Corporation and Market Leadership Strategies for Service Companies. He has published other works in PDMA Handbook of New Product Development, Management Review, Sales and Marketing Management, and Marketing News.

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