When we’re confronting a vexing problem, we often gather a group to brainstorm. We’re looking to get the best ideas as quickly as possible. I love seeing it happen—except for one tiny wrinkle. Group brainstorming usually backfires. In brainstorming meetings, many good ideas are lost— and few are gained. Extensive evidence shows that when we generate ideas together, we fail to maximize collective intelligence. Brainstorming groups fall so far short of their potential that we get more ideas—and better ideas—if we all work alone. As the humorist Dave Barry quipped, “If you had to identify, in one word, the reason why the human race has not achieved, and never will achieve, its full
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