Why The Traditional Approach to Brainstorming Doesn’t Actually Work And What You Might Try Instead

I just read a fascinating article by Fast Co. Design where it challenges the typical approach to brainstorming. The typical approach involves getting people together and having them throw ideas up on the board–or whatever medium you’re writing on. The idea was that this type of “group” approach helps people to be more creative and get more ideas flowing. Studies going back to the fifties, though, seem to dispute this notion. The article suggests that there’s several factors that lead to creativity:
1. Design of a work space. Creativity often happens when people, who don’t normally cross paths, have the ability to mingle and share ideas. The author mentions the famed Building 20–a building on the campus of MIT that is famous for churning out many great ideas and inventions. And the implication is that, because the scientist worked in such cramped and close quarters, that it allowed the free exchange of different kinds of ideas.
This concept is talked about in the Steve Jobs bio. The story goes that, when he became the CEO of Pixar, he commission a complete redesign of the entire building. He sought to create open space where people would be forced to mingle at different times, and thereby–or hopefully–share different ideas. Did it work?





