brainstorming

Why Brainstorming Does Not Work

Why Brainstorming Does Not Work

Sorry to burst your bubble, but brainstorming is not very effective for developing new ideas. Most research on idea generation has shown brainstorming typically does not result in valuable ideas (Schirr, 2012). Most brainstorms are usually just a group of people haphazardly sharing ideas (Jones, 1995). Even with all the research on the flaws of brainstorming, it is still widely used in most organizations (Sutton & Hargadon, 1996).