Group brainstorming has gotten a bad rap lately from a number of authors this year, who have dismissed it as a pointless exercise in groupthink that doesn’t unleash the creative power of the team, but actually stifles it. Vijay Govindarajan and Jay Terwilliger dare to disagree. They are strong advocates of collaboration in innovation, and believe that the proper use of brainstorming techniques is a powerful tool in the collaborative approach.
The authors outline three simple techniques that teams can use to prevent groupthink, and provide tips on how to be successful with each approach: Assemble a diverse team, focus on roles (the client, the facilitator and resources) and encourage passionate champions.
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