Want to think outside the box? Do some blue sky thinking? Want to…[insert your own least favourite cliché here].
Well, according to psychological research, brainstorming doesn’t work. It turns out that in groups people are lazy, likely to forget their ideas while others talk and worried about what others will think (despite the rule that ‘there are no bad ideas’).
It turns out it’s much better to send people off to think up new ideas on their own. Groups then do better at evaluating those ideas.