Ideational conflict: the key to promoting creative activity in the workplace.

: This article defines the concept of ideational conflict as it applies to the process of identifying a problem and developing a plan of action for resolving the problem. Then the article examines and illustrates how the ideational conflict that is generated by brainstorming can lead to creative thinking that resolves disparate points of view. The illustration extends the generally accepted view of brainstorming and applies it to identifying a problem related to the university/college work environment. The problem situation is that of the loss of high ability faculty and sutdents to other institutions.