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Technology can make brainstorming more effective

To grow, teams have to come up with novel ideas. At the team level, it results from the synergy between participants, which allows the team to produce something greater than the sum of its parts. To achieve this, a traditional brainstorming has been used for several decades. But this is not good enough. In fact, a great deal of evidence indicates that brainstorming actually harms creative processes.

The good news is that technology can make brainstorming more effective, by replacing physical and oral sessions with virtual and written ones.

virtual meeting
Comparing the performance of matched groups on physical and virtual sessions, studies indicate that the latter generate more high quality ideas and have a higher average of creative ideas per person, as well as resulting in higher levels of satisfaction with the ideas. As shown in meta-analyses, virtual brainstorming enhances creative performance – almost 70% of participants can be expected to perform better in virtual than traditional brainstorming sessions.

Why? There are three reasons - virtual brainstorming:
  • eliminates unneccesary talk (aka production blocking),
  • enables feelings of anonymity - ideas cannot be attributed to a specific person,
  • increases the diversity of ideas.

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