by Melissa Schilling, Inc. Magazine, 2/9/18.
… Over a half a century ago, Alex Osborne wrote an influential book called Applied Imagination that opined that “the average person can think up twice as many ideas when working with a group than when working alone.” Managers must have been convinced because brainstorming groups took off in popularity and are still used widely to this day. In fact, in business schools it is almost heretical to argue that teams are not more creative than individuals.
The only problem is that Osborne was wrong. Dozens of laboratory studies tried to confirm Osborne’s claim, but found the opposite: brainstorming groups produced fewer ideas, and ideas of less novelty, than the sum of the ideas created by the same number of individuals working alone…
…three main reasons that groups are less creative than individuals working on their own:
1. Fear of Judgment
A series of studies by Professors Michael Diehl, Wolfgang Stroebe, Bernard Nijstad, Paul Pauhus, and others found that people self-censor many of their most creative ideas in group brainstorming sessions for fear of being judged negatively by others. When the scientists told groups that their ideas would be judged by their peers, they came up with significantly fewer and less novel ideas than groups that were told they would be evaluated by anonymous judges.
As Isaac Asimov, one of the most famous science fiction writers of all time (and also a biochemistry professor at Boston University) put it, “My feeling is that as far as creativity is concerned, isolation is required…The presence of others can only inhibit this process, since creation is embarrassing. For every new good idea you have, there are a hundred, ten thousand foolish ones, which you naturally do not care to display.”
2. Production Blocking
When people take turns to voice their ideas, those bringing up the rear may forget their ideas before having a chance to voice them. Worse still, the process of attending to another person’s ideas redirects a listener’s train of thought, essentially hijacking their own idea generation process. Scientists were able to demonstrate this by separating individuals into rooms where they would speak their ideas into a microphone when lights indicated it was their turn. In some of the rooms the individuals could hear the contributions of others, and in some they could not. This study resulted in big creativity losses: being required to wait to give ideas caused people to submit far fewer ideas, and even fewer ideas if they could hear the contributions of others…
3. Feasibility Trumps Originality
Another series of studies by Professor Eric Rietzschel and colleagues shows that teams aren’t just bad for idea generation; they even impair idea selection. If you let people work alone to generate ideas but then let the group select the best ideas to pursue, they will make decisions that reduce novelty. The studies showed that when groups interactively ranked their “best” ideas, they chose ideas that were less original than the average of the ideas produced, and more feasible than the average of the ideas produced. In other words, people tended to weight “feasible” more highly than “original.” If a brainstorming group is intended to elicit novel ideas, asking groups to select and submit their best ideas is not the way to achieve that outcome.
The Benefits of Spending Time Alone
Solitude is immensely valuable for creativity; it affords a person the time to think and pursue those things they find intrinsically interesting. It can help them to develop their own beliefs about how the world works, and to develop a self-concept that is less structured by the opinions of others.
Read more at … https://www.inc.com/melissa-schilling/the-science-of-why-brainstorming-in-groups-doesnt-work.html
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