Work Matters

Tag: Brainstorming

  • Why the Sharp Distinction Between “Individual” and “Group” Brainstorming is False in Real Teams

    I wrote a post earlier in the week about how the claim in The New Yorker that brainstorming "doesn't work" is an oversimplification.  I gave various reasons:  Most of this research is done with novices rather than skilled brainstormers, only looks at one measure (quantity), and ignores how brainstorming is done and the impact it has in real organizations.  As I have been thinking about this research a bit more and of the brainstorming that Andy Hargadon and I studied at IDEO years ago, that I see at the Stanford d.school, and especially, that I've seen in recent weeks in some very skilled groups I have seen in action, something struck me:

    The comparison between group and individual brainstorming that underlines this research is false, or at least irrelevant, because both happen at once when skilled practioners do it.

    When a skilled facilitator calls a brainstorm, he or she usually gives the topic in advance and asks members of the group to do some individual thinking about it before the gathering; for example, I once went to a brainstorm at IDEO on how to give an itchless haircut.  I dutifully went to a stylist and asked her to give me an an itchless haircut  She did things like wrapped my neck really tight with the top of the smock and put a bunch of talcum powder on my neck.  So I came prepared to add some ideas. The funniest part was one designer who tried to talk his barber into giving him a haircut while he hung upside down.  It was a crazy idea, but the notion of using gravity to solve other design problems was not — so having this story in the IDEO culture was useful.   

    In addition to the routine practice of encouraging solo idea generation before the group meets (and most relevant to the research) is that if you watch skilled teams, there is a blend of individual and collective idea generation going on most of the time DURING the brainstorming session.  Typically, in a group of say 6 or 7 brainstormers, you will have 2 or 3 people talking about the idea that is in play at the moment — one written on a post-it, written on the board, illustrated with a drawing, or a quick prototype.  Meanwhile, the other 4 or 5 people are half listening, writing ideas on post-its, drawing, building something, or semi-tuning out and just thinking about how to mix their ideas with with those they are hearing and seeing around them.

    There is a method called "brainwriting" where members write ideas on slips of paper, then pass their ideas to each other, and generate new ideas in response to others — all in silence.  As least one experiment shows that brainwriting enables people to develop more and apparently better ideas compared to brainstorming alone. This research is interesting in that, when you watch the best brainstorming groups, although they don't work in silence (the solo brainstorming happens before they meet in many cases … and since they are working in ongoing projects, they have time for individual silent contemplation afterwards as well), people are constantly switching between "solo" mode to generate ideas and "social" mode to share their ideas, listen to others, and build on the ideas of others 

    Real groups do "brainstorming" in much messier ways than it is sliced-up in psychological experiments, but the headline here is that in practice, if you watch how the pros do it, it entails a blend of individual and group idea generation — even during group gatherings.  This insight is, I think, important because skilled brainstormers are constantly switching between "solo" and "social" mode and the best facilitators — I think of people like Perry Klebahn and Jeremy Utley at the Stanford d.school — constantly take steps to help brainstormers switch back and forth between these modes in the moment.

    Again, I don't want to defend brainstorming too strongly because there may well be better methods for facilitating idea generation and creativity in general .  As I said last time, I do believe that teaching groups how to fight well is probably more important than teaching them how to brainstorm (and a lot harder) if you want to spark creativity, a point made well in The New Yorker story.  I also believe — and can show you evidence, notably from the late Robert Zajonc — that it  is impossible for human-beings to withhold judgement about anything they encounter (despite instructions to do so during brainstorming).  But I confess to be annoyed by the conclusion that "brainstorming doesn't work" because it is based on research that is largely irrelevant to how it is actually done in teams and organizations that use it routinely.

  • Why The New Yorker’s Claim That Brainstorming “Doesn’t Work” Is An Overstatement And Possibly Wrong

    The current version of The New Yorker has a wonderful article by Jonah Lehrer called "Groupthink" (you can see the abstract here).  It does a great job of showing how creativity is a social process, cites wonderful research by Brian Uzzi showing that when people have experience working together in the past they produce more successful Broadway musicals (up to a point, too many old friends is as bad as too few), and offers research showing that groups where members engage in constructive conflict are more creative — all themes I have talked about at various times on this blog. 

    I do however have a major quibble.  At one point, Lehrer states flatly that brainstorming doesn't work.  He later quotes creativity researcher Keith Sawyer as saying that people are more efficient at generating ideas when they work alone than in groups, something that is well-established.  But that is not the same as saying there is conclusive evidence they don't work.

    I once devoted way too much time to the question of whether this research shows that brainstorming is useless. In the name of full-disclosure, please note I am a Fellow at IDEO and also a co-founder of the Stanford d.school, which both use brainstorming a lot. But I am not at all a religious zealot about the method. I see it as just one sometimes useful method, and I have often said that the d.school in particular should spend less time teaching brainstorming and more time teaching people how to fight. (And if you want evidence that the d.school believes in more than just brainstorming, look at their Bootleg.)

    But please consider several facts about the brainstorming literature, at least as it stood about 7 or 8 years ago when I last reviewed it carefully and which is consistent with a more recent paper from The Academy of Management Review (Here is the abstract, which is quite short):

    1. Nearly all brainstorming research is done with people who have no training or experience in doing or leading brainstorming. In fact, there is at least two studies showing that, when facilitated properly, the so called productivity loss disappears. Check this 1996 study and this 2001 study.  To me, these two studies alone call into question the approach taken in most brainstorming studies, which don't use facilitation.   In other words, the conculsion that brainstorming doesn't work is based largely on studies that use unsupervised brainstorming virgins.

    2. As Keith Sawyer's comment implies, nearly all this research looks at only one measure of effectiveness, how quickly people can produce ideas.  Because people in groups have to take time to listen to each other, it slows the idea generation process. Most brainstorming studies compare the speed at which people generate ideas such as "what can you do with a brick" when sitting alone and talking into microphone versus doing so in face-to-face groups. In fact, if creativity is about both talking and listening, if you look at the data from these same studies, I once figured out that people are exposed to substantially more ideas per unit of time when you compare group to solo brainstorming — and I would argue that talking and listening are both key elements of the social process underlying creativity.

    3.A key part of face-to-face brainstorming is building on and combining the ideas of others.  This comparison is impossible in most brainstorming studies because an individual working alone is not exposed to the ideas of others.

    Indeed, one of the very first posts I did on this blog in 2006  dug on this issue.  As I wrote then, "To put it another way, if these were studies of sexual performance, it would be like drawing inferences about what happens with experienced couples on the basis of research done only with virgins during the first time they had sex." I also wrote about brainstorming here in BusinessWeek and they started with this setup.

    The upshot of my research and my reading of brainstorming experiments is that, if you are just looking at the speed at which an individual can spew out ideas, individual brainstorming is likely superior. But if you look at the range of positive effects has at a place like IDEO — spreading ideas around the company, teaching newcomers and reminding veterans of solutions and technologies and who knows what,  providing variety and intrinsically satisfying breaks for designers working on other projects, creating what I called a functional status contests where designers compete politely to show off their creativity (a key job skill), and impressing clients, brainstorming may have numerous other positive benefits in real organizations where creative work is done — none of which have not been examined in those simple experiments.  If so, those findings about pure efficiency may well be beside the point when it comes to evaluating brainstorming in organizations that use it routinely.

    In short, I believe that Lehrer's statement that brainstorming "doesn't work" is too sweeping because it has not been studied adequately in real organizations or with people who have real brainstorming skills. Again, I would describe this as a quibble; the article in The New Yorker is otherwise excellent.

    P.S. for the true nerds, here is the 1996 academic article on brainstorming that Andy Hargadon and I wrote:

    Download ASQ Storming