Brainstorming, bullpens, open door policies, team white boarding, group think — behaviors and beliefs held in high esteem and ever-present in today’s workplace. However, are they effective in generating great ideas? Two, eight, twenty people with hundreds of ideas are better than one. Right? Maybe not. Do introverts know something extroverts don’t?
The term “brainstorming” is credited to the brilliant, legendary ad man, Alex Osborn, a founding partner of the advertising agency we now know as BBDO (he’s the “O”) and creativity theorist. The technique had four basic rules:
- No judging or criticism of ideas
- Freewheeling – the wilder the better
- More ideas the better
- Build on ideas of others
All seem reasonable and each of us has probably seen it at work or even encouraged it. However, is it the most effective way for generating great ideas?
We’ve all been in meetings where numerous ideas are thrown out, maybe even considered. Quantity is high but what about quality? How do factors like competition, peer pressure, or the need to feel included play into the mix? Does the thrill of the process overwhelm the need for the best outcome? I would say, “More than we would like to admit.”
I recently reread the New York Times bestseller, “Quiet — the Power of Introverts in a World That Can’t Stop Talking” by author Susan Cain. It’s an extensively researched work, which relies primarily on the recent findings of neuroscientists to discuss practical applications. One thing was clear — ideas don’t necessarily increase in quality when formed in groups, particularly large groups (ten or more).
There is speculation that group member behavior, such as social loafing (let others do the work), production blocking (one person at a time talks, which is very time consuming), and finally, the one I think is the major snag, evaluation apprehension. This is the fear of being judged by others, looking stupid or even uncool. It takes a pretty trusting team to clear that hurdle. This fear, when measured with brain scanning, is so powerful that subjects went against their better judgment 40% of the time and changed their correct answer. This is a recipe for disaster.
So, what is the ideal behavior for idea and problem solving generation? It would appear to be isolation-interaction-back to isolation; an environment with limited stimulation and no distractions, scheduled feedback that draws on the full talents of the person in the chair. It allows you to address the crux of the issue and forbids skirting or deflecting. It puts you in your zone. This was found to be true with dedicated teams. When researchers looked at creative teams, they found a majority started alone, came together to collaborate or get necessary information, gain support, and then went back to their sanctums.
People who subscribe to the dedicate 10,000 hours to expertise premise understand great orchestral musicians practice alone more than with others; authors crave the cottage behind the house. All artists I know paint, draw, and sculpt alone. Why? It becomes clear to them where their voids of knowledge or talent are. It forces them to strive to get to the next level. They self-monitor and are not wooed by the praises of others or discouraged by their criticisms. There is a brutal honesty, which comes from being alone. There is often clarity and with clarity comes quality ideas.
So how does one get such isolation in a world of shrinking office real estate, the land of meetings, and everyone having a say on everything. If you work from home, this might be easier. In a bull-penned office, I say this is why headphones were invented. Many of my clients use their commute time as their deep think sessions. Book a conference room. Hide. Let people know you can’t be interrupted and most will honor this. Shut off the ping and ignore your email. Depending on the work you do, we’re talking an hour, maybe a half day. Some of the most successful people I know dedicate a day a month just to attack these issues. It may seem hard to accomplish but what you will yield will more than justify the sacrifice. Give it a try.
The idea that more people generate higher quality ideas and produce better results is not proven. Isolation, solitude, time to think, and work things out appears to be how the brain functions best. The challenge is yielding to this practice and finding the time and space for generating great ideas and doing it.
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