Building a Better Brainstorm

Fast Company Magazine writer Anya Kamenetz published an innovative feature titled “Building a Better Brainstorm” in the February 2013 issue. She interviewed me and also several other experts on group creativity, including Bob Sutton, Gerard Puccio, and Charlan Nemeth. Then she edited and blended together our statements with quotations from our books, and then added in quotations from books by the late Alex Osborn and others. Anya wove all of these bits together to make it read as if we were all having a conversation in the same room. For example, she has me responding to a “statement” by the (long dead) Alex Osborn, saying “That’s not really true” in response to his statement in support of brainstorming.

The feature has several amusing touches. For example, she has author Jonah Lehrer “saying” that “I’m Jonah. I declined to comment for this article.”

I stand by this quotation she took from our interview:

Groups are better for problem-finding, for working on ill-defined or wicked problems, where you don’t know what a solution would look like or even if there is a solution.

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