ideas individually for ad campaigns. In response, he began hosting group-thinking sessions and discovered a significant improvement in the quality and quantity of ideas produced by employees. He first termed the process as organized ideation, but participants later came up with the term "brainstorm sessions", taking the concept after the use of "the brain to storm a problem".

During the period when Osborn made his concept, he started writing on creative thinking, and the first notable book where he mentioned the term brainstorming was