Copywriters should Brainstorm or Think Shower?

Should my copywriters brainstorm or think shower? Copywriters and graphic designers beware! Heard on the news today that using the word “brainstorm” is now politically incorrect because it may cause offence to those with mental health problems.


There are plenty of examples of taking things too far with being PC and this is just the latest in a long line of the sublimely ridiculous.

Why copywriters brainstorm

At Proof Perfect, we brainstorm when we start tackling each project. It’s a necessary part of the creative process for our copywriters and graphic designers to throw out ideas uncensored before we start building on the suggestions that seem to be viable.

If we thought shower, will we get the same results?

The suggested alternative phrasing to use now instead of “brainstorm” is “thought shower”. I don’t know. To me that just conjures up images of my copywriters and graphic designers, and even project managers, running round the office dressed in fairy costumes and showering us with ideas like fairy dust as they gently run past on tippy toes.

Is it us?

Back to reality. I can just imagine the incredulous expressions on the faces of my team members if I were to say tomorrow, “OK guys, let’s have a thought shower.” A what???!!@! and who’s this impostor because this ain’t Ange?!

Firstly, the new term doesn’t really define the action strongly enough. Thought shower. It’s just too gentle somehow. We need some serious stirring up of the cerebral juices to be going on, not a pathetic shower. Tell it like it is, I say. In other words, if it’s a spade, call it a spade. Don’t read meanings into it that aren’t there.

Secondly, it’s just not my personality. Sorry, “thought shower” just makes me cringe. And I’ve always been one to call a spade a spade. Though I’m sure some would suggest labelling it a garden spoon because “spade” is now suddenly offensive for some reason.

Back to common sense

Who the hell’s really going to take offence at the word “brainstorm” anyhow? Only those that have no command of the English language and those with such active imaginations as to manage to equate the coupling of the words “brain” and “storm” with mental illness! Sorry, I just don’t see a connection.

Give me a break, people!

Who’s being oversensitive here? Your thought showers are welcome!

Or get in touch with me here.


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