ds/ Groupthink An Enthusiasm for Brainstorming A Technique that Often Doesn\'t W
ID: 328704 • Letter: D
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ds/ Groupthink An Enthusiasm for Brainstorming A Technique that Often Doesn't Work Promoted as an idea-generation machine, brainstorming has become practically a religion" at design firm IDEO (developer of the first Apple mouse) and other companies. As described in Chapter 7, brainstorming consists of employees getting together and pouring forth as many ideas as possible (so for quantity") while withholding criticism and negative feedback ("defer judgement"). In an era of opern work environments and team-based collaboration, brainstorming would seem to be a perfect fit Groupthink about Group Thinking Unfortunately, the enthusiasm for this group-thinking technique may tself be a form of groupthink-a belief that brainstorming is more productive than in fact it is According to Washington University psychologist Keith Sawyer, " shown that "Decades of research have consistently brainstorming gr think of far fewer ideas than the same number of people who work alone and pool their ideas. Three characteristics of brainstorming have been called into question Free Association. A problem with free association is that it doesn't produce much creativity because for most people the first thoughts that come to mind are entirely predictable (if you say blue", most people will say "green," "sky," or "ocean"). To develop original ideas, one must first get past the layer of predictability. No Criticism. Brainstorming orthodoxy dictates that there should be no criticism during idea generation. However, research comparing three groups-no criticism allowed, debate and criticism encouraged, and no guidelines given - found that the debaters produced more ideas than the brainstormers and no-guidelines group. 1. 2. 3. Groups versus Individuals. "Research strongly suggests that people are more creative when they enjoy privacy and freedom from interruption, says Susan Cain. The author of Quiet: The Power of Introverts in a World that Can't Stop Talking, Cain cites evidence that the most spectacularly creative people in many fields (such as Steve Wozniak, who invented the user friendly personal computer and co-founded Apple with Steve Jobs) are often introverted and need solitude as a catalyst to innovation. RCALL Do you agree that brainstorming has endured too long because of admirers' groupthink? But an important exception to its dismal record, says Cain, is Internet "electronic brainstorming where large groups outperform individuals." Why do you suppose that is? e?? DOLL F9 F11 FTO PrtScr Inser 6 8 9Explanation / Answer
Yes, it is true that brainstorming has endured because admirers' groupthink a lot and it is a good practice to some extent but may affect some factors like the independence to think and act on the thoughts. I believe that internet is brainstorming to some extent because it is an open platform where individuals from various groups think and discuss on a particular topic but based on various other assumptions and conditions. We can actually see so many ideas regarding just one topic in internet and this actually make the process group thinking as the ideas are a result of brainstorming involving so many individuals.
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