Tuesday, February 21, 2012

Brainstorming Doesn’t Really Work : The New Yorker

Brainstorming Doesn’t Really Work : The New Yorker:
The underlying assumption of brainstorming is that if people are scared of saying the wrong thing, they’ll end up saying nothing at all. The appeal of this idea is obvious: it’s always nice to be saturated in positive feedback. Typically, participants leave a brainstorming session proud of their contribution. The whiteboard has been filled with free associations. Brainstorming seems like an ideal technique, a feel-good way to boost productivity. But there is a problem with brainstorming. It doesn’t work.

worth a read, Creatives.