Why Brainstorming Doesn’t Work — And What You Should Do Instead

There’s a popular myth that getting people together and sharing ideas will boost productivity and lead to innovative solutions. But this old-fashioned way of thinking about groupwork isn’t true. Brainstorming doesn’t work.

Cognitive psychologist Tony McCaffrey writes in the Harvard Business Review that brainstorming actually makes people less creative than when they work alone, according to studies.

So why is this brainstorming so popular? The collaborative strategy’s popularity has been steadily rising since the late 1950s, when the adman Alex Osborn wrote about its supposed ability to maximize ideas per minute in his book Your Creative Power.

For more, read the rest of Elizabeth’s article on PolicyMic.

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