Brainstorming doesn’t work. (see Jonah Lehrer’s New Yorker Article).
Brainstorming was popularized in the late nineteen-forties by BBDO partner Alex Osborne.
And discredited in a Yale study in 1958.
Why do we continue being dragged into these sessions when they don’t work?
Managers have somehow been sold on the idea that compiling a larger list aides creativity. (After all, it was created by an Ad Agency executive.)
The reality is all they have is a longer list.
Can Brainstorming be fixed?
Or maybe it’s time to break with tradition, openly debate ideas,
and kill the whiteboard.