In his 1993 article, “In Search of…Good Ideas,” Ron Zemke discusses the practice of brainstorming, particularly among quality teams. The foundation of Zemke's article is Alex F. Osborn's work from the 1930s which largely gave birth to the concept of brainstorming. In Applied Imagination, Osborn's best-selling book of 1957, the notion of "classical" brainstorming is explained with a specific structure (Zemke, 1993). It includes five steps, four rules of conduct, and two fundamental principles (Zemke, 1993). To begin, Osborn indicated that the brainstorming session should include five to twelve people, as well as a trained facilitator (Zemke, 1993). The first step of brainstorming involves the facilitator preparing for the session by developing the problem statement and recruiting participants (Zemke, 1993). The second step is orientation, when the facilitator conveys the concept of brainstorming and how it works, as well as indicating the problem the group intends to brainstorm about (Zemke, 1993). The next step is idea generation. At this point, the facilitator asks participants to verbalize their solutions to the defined problem for thirty to forty-five minutes (Zemke, 1993). The facilitator writes down ideas on a blackboard or flipchart (Zemke, 1993). As this classic brainstorming takes place, there are four rules of conduct that Osborn indicates should be respected: 1) no criticism, 2) freedom of action is encouraged. and welcomed, 3) focus on quantity and 4) combine and improve (Zemke, 1993). Collectively, these rules aim to produce a large quantity of ideas, without regard for impracticality, and to develop the ideas of others in the brainstorming group (Zemke, 1993). Finally, Osborn describes two main idea generators” (Litchfield, 2008, p. 659). Alex Osborn's early work in the area of ​​brainstorming continues to be the foundation upon which idea generation methods are based. Research into new and original brainstorming methods continues, with no clear and “right” method prevailing. The productivity of group versus individual brainstorming continues to be studied, as do the merits of each (Goldenberg, 2011; Paulus, 2006). Research and studies over the past decade have suggested further insights and offered new methods for managers to choose from when they need idea generation techniques for their teams. While there is no agreed upon best method, research continues to integrate new knowledge, particularly in the technical realm, to offer various options to organizations as they seek to generate the best ideas to meet their individual needs.