Kill The Whiteboard

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?

Habit? Tradition?

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?

Maybe. has some suggestions.

Or maybe it’s time to break with tradition, openly debate ideas,

and kill the whiteboard.

– m

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