To grow and innovate, organizations have to come up with creative ideas. At the employee level, creativity results from a combination of expertise, motivation, and thinking skills. At the team level, it results from the synergy between team members, which allows the group to produce something greater than the sum of its parts.
The most widely used method to spark group creativity is brainstorming, a technique first introduced by Alex Osborn, a real life “Mad Man,” in the 1950s. Brainstorming is based on four rules:
- generate as many ideas as possible;
- prioritize unusual or original ideas;
- combine and refine the ideas generated; and
- abstain from criticism during the exercise.
The process, which should be informal and unstructured, is based on two old psychological premises. First, that the mere presence of others can have motivating effects on an individual’s performance. Second, that quantity (eventually) leads to quality.
https://hbr.org/2015/03/why-group-brainstorming-is-a-waste-of-time