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Since its inception in mid 20th century, brainstorming has become a business standard for solving problems and coming up with "out-of-the-box" ideas. It is a group activity where no judgement or criticism is allowed, all ideas are game, as many ideas as possible are desirable, and merging ideas is cool. However, while these traditional brainstorming sessions work well when it comes to the quantity of ideas, the same cannot be said for the quality.