Brainstorming was popularized sixty years ago by BBDO co-founder, Alex Osborn, in his book Applied Imagination. The book indicates four basic principles: i) Focus on Quantity, ii) Withhold Criticism, iii) Welcome Unusual Ideas, iv) Combine and Improve Ideas.
Associative thinking is to creativity as water is to plants. Being able to connect the dots and understand the patterns is the ladder out of the box. And once you are out of the box, your life is richer, happier, and in a state of flow. So perhaps it’s time to start drinking the kool-aid again