Groups working together can be an enhancement to problem solving. This problem solving can be put to good use in developing products and services. Perpetually developing and advancing products and services help to develop market penetration, revenue generation, and greater opportunities. A paper by Nijstad & Stroebe (2006) delves into the idea generation process and how associated memory highlights categories that lead to problem resolution. The idea generation process is the first step in finding solutions. According to Raaijmaker and Shiffrin’s people search their associative memory (SAM) to find new ideas (1981). They search through their memory creating a flow of thought whereby ideas and concepts spring forth by connecting various concepts, breaking them apart and generating concepts. Maintaining the free flowing stream of consciousness is important. Ideas should a.) be focused on quantity versus quality, b) seek unusual ideas, c) combination and improvement o
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