Bob Sutton has a post on his blog refuting the Wall Street Journal’s
recent articlewhere they cited research showing that idea generation through group brainstorming was no more productive than individuals coming up with ideas on their own.
“G]reat brainstorming sessions are possible, but they require the planning of a state dinner, plenty of rules, and the suspension of ego, ingratiation and political railroading. Hosts have to hope that people won’t expend creative energy trying to tell others their ideas are bad without actually telling them that — admittedly a real business skill. And they have to cross their fingers that the session won’t deteriorate into what some people call “blamestorming” or “coblabberation,” where you get nowhere or settle on something mediocre to be done with it….
My reaction to reading this is “So how DO you tell people that their ideas are bad?” It may seem flip, but often the difference between good and bad idea generation is how well the people involved know each other. I can tell my best friend that his shoes are ugly, but I couldn’t necessarily tell an employee of a client during a group facilitation the same thing.
Sutton says that because the sessions took place in an experimental environment rather than in a workplace with established culture and processes, that they can make no definitive claim on the efficacy of brainstorming.
Sutton:
if these were studies of sexual performance, it would be like drawing inferences about what happens with experienced couples on the basis of research done only with virgins during the first time they had sex.
Continue reading “Does Brainstorming Not Suck?