Brainstorming in Groups
From Andre Walton on Resolving the Paradox of Group Creativity
When advertising executive Alex Osborn popularized brainstorming in the 1953 book Applied Imagination, he predicted that it would double the number of ideas that a group of people would generate in response to a problem or challenge. However, it proved not to live up to his expectations. As later research showed, brainstorming actually reduces the number of ideas a group produces when compared with the number of ideas that can be generated by those same individuals on their own.