The investigation found that brainstorming is a waste of time

But a new report based on a survey of 20,000 creatives from 197 countries suggests that, in fact, a majority of these professionals—including writers, musicians, photographers, and podcasters—find that brainstorming is largely unhelpful for solving a creative challenge. However, a new survey of 20,000 creative professionals from 197 countries shows that, in fact, most of them—including writers, musicians, photographers, and podcasters—consider brainstorming to be practically useless for addressing creative problems.

The survey, commissioned by the Dutch file-sharing company WeTransfer, highlights the dangers of this form of groupthink. “In the creative world, we hear a lot about collaboration, but it seems that while working together is essential to bring an idea to life, it isn’t particularly effective for shaping ideas in the first place,” notes Rob Alderson, WeTransfer’s formerly chief editor. This survey, carried out at the request of the Dutch file-sharing company WeTransfer, confirms the risks associated with this approach to collective decision-making. Rob Alderson, former editor-in-chief of WeTransfer, noted: “In the creative world, we hear a lot about collaboration, but according to the survey results, while working together is crucial for bringing ideas to life, it doesn’t seem to be very conducive to the initial formation of those ideas.” ”

WeTransfer’s annual survey of creatives echoes previous research on the need for individual preparation and introspection. “Give people the time and space to think properly, and the quality of their ideas will probably improve,” Alderson says. WeTransfer’s annual survey of creative professionals aligns with earlier findings regarding the necessity of personal preparation and reflection. Alderson said, “Give people time and space to think thoroughly, so that the quality of their ideas can improve.” ”

In our tendency to schedule meetings, it seems that we often fail to give participants the chance to prepare and formulate their thoughts. This is a crucial step, one that was emphasized by Alex Osborn, the legendary advertising executive who popularized brainstorming. “Osborn repeatedly praised the value of solitude, of spending time away from the distractions of others, as an essential part of the creative process,” noted Lila MacLellan from Quartz. “The man who introduced today’s whiteboard-based, chaotic brainstorming style placed just as much, if not more, emphasis on individual imagination.” When arranging meetings, we seem to overlook the need to give participants time to prepare and develop their own ideas. This is a key step advocated by Alex Osborn, the father of brainstorming and a legendary advertising executive. Lila McLean of Quartz Finance noted: “Osborne repeatedly praised the benefits of solitude, stating that time spent alone, free from distractions, is part of his thinking process.” This man, who created the chaotic brainstorming ritual centered around a whiteboard, also placed great value on individual imagination. ”

WeTransfer’s survey indicates that routine meetings are a major factor that kills creativity. Over 40% of respondents now consider “work” – including the administrative tasks required of employees in large companies – to be an obstacle to good thinking. “That’s a concerning figure, given that almost 90% of our respondents work in creative fields that depend on the quality of ideas,” the report states. “It seems we need to rethink the way we work and relax, especially how we spend time in the office.” WeTransfer’s survey shows that regular meetings are a significant threat to creativity. Over 40% of the respondents now believe that “work” – including the administrative tasks of employees in large companies – hinders them from thinking properly. The report states: “Given that nearly 90% of the respondents work in creative fields that rely heavily on good ideas, this figure is concerning.” It seems we need to rethink the way we operate, especially regarding time management at the office. ”

Independent thinking is also crucial when making decisions. Indeed, nearly 80% of creative professionals in WeTransfer’s survey said they rely on their own instincts and research when evaluating an idea; only 18% consult colleagues and friends about an idea. Independent thinking is also very important when making decisions. Indeed, nearly 80% of creatives surveyed by WeTransfer said that when evaluating a creative idea, they rely on their intuition and research. Only 18% of people ask their colleagues and friends to help review it.

In surveys of creative professionals around the world, WeTransfer identified some interesting geographic outliers. For example, when it comes to the biggest distractions from thinking about ideas, the French are more likely to attribute these distractions to their social life rather than their jobs, partners, or social media. Meanwhile, the Chinese tend to point the finger at their partners. During its surveys of creative people in various parts of the world, WeTransfer discovered some intriguing geographic patterns. For example, when asked about the biggest distraction in creative thinking, French people are more likely to attribute it to their social life rather than their work, spouse, or social media. At the same time, Chinese people tend to consider their spouse to be the biggest source of disturbance.

Although an increasing amount of evidence suggests that brainstorming may not yield the best ideas, it is not entirely useless. A study conducted by Northern Illinois University and published in the Journal of Communication Reports highlights its value as a team-building activity rather than a tactical meeting. At the very least, following the implicit rules of brainstorming—such as maintaining a positive attitude, being open-minded, and building upon others’ ideas—helps to foster team cohesion and trust. Though more and more evidence indicates that brainstorming might not produce the best creative solutions, it is still not completely pointless. A study published by Northern Illinois University in the Journal of Communication Reports emphasizes the value of brainstorming as a team-building activity rather than a tactical seminar. Not to mention anything else, just the unspoken rules of brainstorming—being positive, open, and building on others’ ideas—can enhance team cohesion and trust. English source: Quartz Finance Network