The Future of Collaboration: Evolving Group Brainstorming

Are Group Brainstorming Sessions Falling Short?

For decades, organizations have relied on group brainstorming as a means to ignite creativity and innovation. Introduced by Alex Osborn in the 1950s, this technique has been seen as a collaborative approach to problem-solving, based on generating numerous ideas, prioritizing uniqueness, refining them collectively, and suspending criticism. However, a growing body of research challenges the effectiveness of group brainstorming, revealing its limitations.

The Problem with Group Brainstorming

Osborn claimed group brainstorming could boost creative performance by nearly 50%. Extensive scientific research, however, has refuted this claim. Evidence suggests group brainstorming often hinders creative output, leading to a collective performance loss contrary to expected synergy. Key issues identified include:

1. Social Loafing: In group settings, some contribute less, diminishing group motivation.
2. Social Anxiety: Concerns about idea perception stifle creativity, particularly for introverted and less confident individuals.
3. Regression to the Mean: Even talented members may drop to the level of their less skilled peers.
4. Production Blocking: As groups grow, individuals’ idea expression diminishes.

Practical Solutions for Effective Brainstorming

Given these challenges, it’s crucial to adapt and refine the process for better results. Here are evidence-based recommendations for effective brainstorming:

1. Optimal Group Size: Avoid large, interactive groups. Use smaller groups like dyads, or non-turn-taking methods. Consider brainwriting instead of costly computer systems.
2. Leverage Diversity: Encourage access to others’ ideas in written form or through structured interactions. Diverse groups stimulate cognitive diversity, resulting in broader perspectives and ideas.
3. Problem Breakdown: Divide complex problems into smaller components. This allows for a more thorough exploration and more ideas. It enhances innovative solutions within specific categories.
4. Prioritize Originality: In the initial selection phase, prioritize originality over other quality dimensions. Prevent the premature rejection of unconventional ideas.

In summary, while group brainstorming remains popular for idea generation, it’s essential to recognize its limitations and implement evidence-based strategies for improvement. Embrace smaller groups, foster diversity, break down problems, and prioritize originality to harness the potential of collective creativity and innovation.

References:
https://www.tandfonline.com/doi/abs/10.1207/s15324834basp1201_1?journalCode=hbas20

https://hbr.org/2015/03/why-group-brainstorming-is-a-waste-of-time