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Brainstorming Doesnt Work
Leadership / Principles
Traditional group brainstorming produces fewer and worse ideas than individuals working alone.
The Evidence
Research consistently shows that:
- Groups generate fewer ideas than the same number of individuals working separately.
- Social pressure causes self-censorship.
- One person's ideas anchor the group's thinking.
- Extroverts dominate; introverts stay quiet.
- Production blocking: only one person can talk at a time.
What Works Better
- Silent ideation first. Everyone writes ideas independently before sharing.
- Structured sharing. Go around the room or use sticky notes. No free-for-all discussion.
- Separate diverge and converge. Generate first, evaluate later. See Divergent and Convergent Thinking.
- Small groups. 3-4 people, not 10.
- Async brainstorming. Share a document and let people add ideas over a day or two.
The Takeaway
Don't put 8 people in a room and say "let's brainstorm." Structure the process to get the best thinking from everyone.
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