Depending on your approach, brainstorming can add significant value -- or detract from the quality of decision-making. Some critics suggest that brainstorming is not an effective tool for producing new ideas.

Despite the controversy, the word - and the practice - can be found in meeting rooms worldwide. For individuals too, it often forms the first stage of a new project.

In this video, Jon Kennard explores how we can make brainstorming more effective and tailor it to produce more optimal results.