Brainstorming: Why Brainstorming Doesn’t Spark Innovation

Brainstorming:  Why Brainstorming Doesn’t Spark Innovation

Columbia Business School professor William Duggan is an expert in intuition and innovation and the author or a new book entitled Creative Strategy.   And as he recently told his university’s Ideas@Work publication, the generally accepted model of how to generate creative ideas is badly out of touch with the latest science.

Why Brainstorming Doesn’t Spark Innovationshutterstock images Kauffman Foundation scholar Sam Arbesman made media waves recently with his book The Half-Life of Facts , which reminds the general reader of an obvious but often overlooked fact of scientific progress. Science evolves, so facts change ( despite the lessons of Popeye, for example, spinach actually isn’t loaded with iron). “You shouldn’t view your education as a done deal,” advises a fun sketchbook of the book’s main points. So does this insight mainly have to do with nutrition and astronomy, or can small business owners apply it to their working lives as well? Turns out, that there’s at least one glaring example of outdated science that’s still widely accepted by many entrepreneurs. Columbia Business School professor William Duggan is an expert in intuition and innovation and the author or a new book entitled Creative Strategy . And as he recently told his university’s Ideas@Work publication, the generally accepted model of how to generate creative ideas is badly out of touch with the latest science. Brainstorming, it turns out, is about as current as medical leeches and phrenology, according to Duggan: I was surprised to discover that 99 percent of innovation methods that people use today are based on a model of the brain that neuroscientists abandoned more than a decade ago.

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