'In brainstorming meetings, many good ideas are lost— and few are gained,' writes Adam Grant.
hen we’re confronting a vexing problem, we often gather a group to brainstorm. We’re looking to get the best ideas as quickly as possible. I love seeing it happen—except for one tiny wrinkle. Group brainstorming usually backfires.shows that when we generate ideas together, we fail to maximize collective intelligence. Brainstorming groups fall so far short of their potential that we get more ideas—and better ideas—if we all work alone.
Another example of great brainwriting was in 2010 when 33 miners were trapped underground in Chile. With time of the essence, the rescue team. They established a global brainwriting system to crowdsource independent ideas. An entrepreneur pitched a tiny plastic telephone that ended up becoming the sole means of communicating with the miners. And the specialized drill that ultimately made it possible to save the miners was suggested by a 24-year-old engineer.
Collective intelligence begins with individual creativity. But it doesn’t end there. Individuals produce a greater volume and variety of novel ideas when they work alone. That means that they come up with more brilliant ideas than groups—but also more terrible ideas than groups. It takes collective judgment to find the signal in the noise and bring the best ideas to fruition.by Adam Grant, published by Viking, an imprint of Penguin Publishing Group, a division of Penguin Random House, LLC.
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