Group Brainstorming vs. Solo Thought
Brainstorming is a popular way of coming up with new ideas. Some experts even swear by the group-thinking exercise. But is it the most effective?
Having started several businesses and introduced numerous products or services over fifty years, I recognized that brainstorming “doesn’t deliver.” You are better off encouraging people to develop ideas solo.
This became evident when I led large companies’ New Business and Product development teams. The team members would generate many ideas and feel good about themselves. Yet, things would begin to fall apart when I asked:
- How would you prioritize this list of ideas?
- What idea on your list should we allocate resources to?
- Who would want to be part of the New Business Unit operating at arm’s length?
Group brainstorming often gets underwhelming results for a few reasons, including:
Free ride – – Generally, people have a lower commitment and make less effort when working in teams than alone.
Limiting – – Participants can only express one idea for other members’ attention at a time. So, the larger the brainstorming group, the fewer suggestions people will make.
Risk — Have you noticed a caravan? Everyone is moving in a herd-like manner. It is easy, safe, and predictable. Group brainstorming can also inject a similar mentality. The person who speaks first usually “serves as a reference point.” Others will feel safer altering their ideas based on what that person says.
Differentiation — It requires making an effort to learn. But, moving in a group, you lose your capacity to differentiate or be innovative. Why? Because you are going on a set, familiar path.
Over the years, I asked numerous people, “Where were you, and what were you doing when you got your great idea?” Hardly any said that it was during a group brainstorming. The typical answer was,
- I was in the shower
- I was taking a nap
- I was reading a book
- I was driving
- I was watching a movie or show
- I was smoking my pipe on the patio
Seldom anyone said it was during a formal group brainstorming. The natural way to produce groundbreaking or quality ideas is through “independent thought.”
Encourage your people to do “independent thinking” and reward them. Coming up with ideas alone can be way more fulfilling than those created through groupthink. People value those more than anything they do in group brainstorming.
Thoughts can seem significant in our heads but become more “vague” when we write them down. Write down your idea. Explain the Why, What, and to a limited extent, the How piece of it.
Some of the ideas will be exciting. It is okay to get excited. It is often better to sit on them for a few days, weeks, or even months. Then, evaluate their absolute priority calmly. An exciting idea today may appear so-so by the next day. Evaluate its real significance to your business and its importance in terms of funding it.
I would love to hear about your experiences! Please forward it to those who could benefit from my newsletter. Please share your stories at satishmehtausa@gmail.com. They can subscribe to it here or by clicking on the link below.
Thank you,
Satish Mehta
Author, Speaker, Coach
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