Brainstorming – The Worst Way to Stimulate Creativity

• Decades of research show that individuals almost always perform better than groups in both quantity and quality, and group performance gets worse as group size increases. If you have talented and motivated people, they should be encouraged to work alone when creativity or efficiency is the highest priority. People in groups tend to sit back and let others do the work. They mimic others’ opinions and lose sight of their own. They often succumb to peer pressure. Large electronic groups, however, out perform individuals. It seems that the protection of the screen mitigates many problems of group work. On the Internet you can be alone together, which gives it power.

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