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.
Brainstorming didn’t unleash the potential of the group, but rather made each individual less creative. “Decades of research have consistently shown that brainstorming groups think of far fewer ideas than the same number of people who work alone and later pool their ideas.” And yet Osborn was right about one thing: like it or not, human creativity has increasingly become a group process. “Many of us can work much better creatively when teamed up,” he wrote, noting that the trend was particularly apparent in science labs.