Group Brainstorming: 60 Years On

Creativity and innovation have become the buzzwords of the day. For instance, in the 2012 IBM CEO study, more than half of 1700 surveyed CEOs saw innovation as a key resource of sustained economic value. In the same study, 61% of CEOs reported creativity as being one of the traits critical for employee success. Sadly however, a lot of our beliefs regarding creativity and innovation are based on myths, common-sense intuition and the opinions of high-paid creativity gurus instead of being rooted in actual empirical evidence. In this post, I will use insights gleaned from empirical research to shed some light on one such deeply ingrained belief, namely that: “Groups are more creative than individuals.” Ever since Osborn coined the term “brainstorming” and developed a set of rules for...

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