Innovation Articles

By Cliff Kuang

The Brainstorming Process Is B.S. But Can We Rework It?


The process of brainstorming can at times seem like an old fashioned tool that has outlived its usefulness. Nowadays competition is a huge driving force in the workplace and therefore the idea that two heads are greater then one becomes a questionable theory. Many offices no longer nurture teamwork but rather encourage dog-eat-dog throat biting. Putting people in a room and having them “share” their best ideas to be critiqued openly is becoming less and less practical.

The other problem with “brainstorming” is the concept of “forced” creativity. It is actually less likely that the best ideas will come out when people are under pressure.