Brainstorming doesn’t work, says Dr. Tony McCaffrey, as presenting one idea at a time is inefficient. He offers a pioneering new approach to idea generation: brainswarming.
‘Groupthink’ is the occurrence of a ‘collective mind’ established when a group convenes. It will be familiar to anyone who has endured company meetings, team sessions, committees or the inside of a boardroom.
Get them wrong (as most people do), and meetings can be boring, stifling beasts that do little for productivity and morale. Done right, they can be invigorating, challenging and inspiring. Take a leaf out of fitness start-up FITiST’s book.
Writer and documentary maker Jon Ronson recently turned his analytical eye on brainstorming for Radio 4. I’m a big fan of Ronson so listened along, wondering what angle he would take and what he would uncover.