Is There Value in Group Brainstorming?

Marc Andreessen recently posted an excerpt from Frans Johansson’s book The Medici Effect. The quote uses research to conclude that individual brainstorms outperform group brainstorms. The response is usually - I knew it, brainstorming in groups is a waste of time.

Interaction Associates responds by saying group brainstorming does have value, AND the Medici Effect quote was taken out of context. Just a few lines later Johansson says “So, should we all stop brainstorming? I don’t think so. Done right, brainstorming is a highly effective way to actively generate intersectional ideas.”

A summary of group brainstorming issues:

So how do you get the most out of a group brainstorm?
(1) Start with a quick informal meeting or email outlining the background and introducing a concise problem statement. (2) Individually solicit (inspire) people to do their research and individual brainstorms beforehand. (3) Then schedule a group brainstorm session to shape and mold the best ideas. (4) Finally, apply the filter (the original problem statement) to the ideas to narrow the field.

Now, will the people responsible for the implementation support the idea?
Interaction Associates says there is “Return on Involvement” in group brainstorming:

“Brainstorming’s highest value is not in producing the greatest number of ideas, but in (1) generating creative and innovate ideas, and (2) creating ownership for implementing those ideas. Brainstorming catalyzes synergy and ownership: that’s the pay-off.”

I believe the second statement is right on. Who is really inspired to work, and execute, and see an idea through to the finish… when it isn’t “their” idea. You need a group of inspired, involved, individuals to implement great ideas.

Because a great idea poorly executed is a poor idea.