The False Benefits of Brainstorming


Brainstorming is a creative technique through which group members form solutions to specific problems by spontaneously shouting out ideas, without censoring themselves or criticizing others. The term was popularized by marketing expert Alex Faickney Osborn in the 1953 book Applied Imagination.  But decades of research show that individuals almost always perform better than groups in both quality and quantity, and performance worsens … Read More