The Brainstorming Myth

  title={The Brainstorming Myth},
  author={Adrian Furnham},
  journal={Business Strategy Review},
  • A. Furnham
  • Published 1 December 2000
  • Psychology
  • Business Strategy Review
Research shows unequivocally that brainstorming groups produce fewer and poorer quality ideas than the same number of individuals working alone. Yet firms continue to use brainstorming as a technique for generating ideas. This continuing use of an ineffective technique is interesting psychologically. From a practical viewpoint, understanding why brainstorming is usually ineffective, and why people still do it, gives a basis for suggesting how managers can improve the way they use it. 

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