Nearly every organization engages in “brainstorming,” but few do it effectively. There is a belief (you might call it a myth) that brainstorming is easy; but in fact, good brainstorming is a complex social activity where there is evaluation apprehension, behaviors that can block the production of ideas, and the reality that only one person can present an idea while the other 10 people are trying to remember their ideas. This chapter describes how to plan and conduct good group brainstorming sessions. You will find dozens of tips, guidelines, and ground rules that will increase the quantity of ideas that emerge from your brainstorming sessions. Good brainstorming!