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Why Brainstorming Sucks [Infographic]

Here’s a great infographic from Column Five on why group brainstorming is not the way to do innovation.

Creativity by committee doesn’t work because it hinders rather than facilitates productive thought and encourages lame groupthink;  group brainstorming leads to;

  • Social Loafing (relying on others for input)
  • Social Matching (conformity)
  • Production Blocking (only one person at a time)
  • Lack of Attention
  • Fear of Rejection/Criticism

The proof? Tests show that independent brainstorming (following a group briefing/discussion) lead to more and better ideas.

The lesson for innovation? Get Darwinian – and run innovation projects as a survival of the fittest contest. Evolution is about competitive ideation and selection. So brief together, ideate and compete independently, then select together.


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