Some businesses are spawned from a single idea. However, most who achieve sustainable success will need to consistently be identifying new concepts, products, services, and ways to overcome obstacles. A one hit wonder in the world of business ideas is no different than a rock and roll band who has just a single song on the charts. Entrepreneurs must always be on the look out for the "new thing" either to grow their existing company or to launch their next venture.
Brainstorming can take many different forms. The concept was popularized in the 1950's and 1960's by Alex Osborn, in his book, "Applied Imagination". It is a process for developing creative solutions to problems and Osborn proposed that teams could double their creative output through brainstorming techniques.
When a team of people are working together and committed to discovering powerful solutions, the end result is often stronger than any one person could have achieved alone. Effective entrepreneurs do not operating in a vacuum. They are surrounded by people who allow them to expand beyond their own limitations and weave the best thoughts together and create powerful solutions.
Brainstorming involves a group of people focusing on a problem, and then coming up with as many solutions as possible. There are no bad ideas and the purpose is to push the creative thought to beyond the standards. Each person can expand on the ideas of the next and combine concepts while creating new possibilities.