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== Group Brainstorming - or Not? ==
''A Teampedia review by jz of '' ==== [http://www.newyorker.com/reporting/2012/01/30/120130fa_fact_lehrer “Groupthink, The brainstorming myth,” an article by Jonah Lehrer in the New Yorker, January 30, 2012 - [http://www.newyorker.com/reporting/2012/01/30/120130fa_fact_lehrer Link to the full article]''====
In the 1940’s book “Your Creative Power,” a partner in a Madison Avenue advertising agency revealed what he considered his company’s central secret to innovation and success: the group “brainstorm.” He said that “using the brain to storm a creative problem . . . in commando fashion, with each stormer attacking the same objective” brings about the most and best ideas possible.
But, according to scientific research cited in this article, brainstorming does not work very well. The author discusses other approaches that are considered successful for stimulating creativity in a group. One famous example was “Building 20,” which held a conglomeration of offices and shops in close physical proximity. In it, diverse people involved in various fields found that their ongoing, unplanned mixing and mingling was key to stimulating creativity and productivity.