Over the past 20 years, I have had the privilege of leading brainstorming sessions with some of the world's most brilliant minds—from Nobel laureates and royal families to government think tanks and Fortune 500 executives. I’ve partnered with top creative agencies who came to me frustrated with the diminishing ROI of their own brainstorming efforts.
All this has put me in a unique position to see both the potential and the pitfalls of traditional brainstorming up close. And what my experience has revealed might come as a surprise: The very methods we’ve long turned to in order to tap into our creative potential might be the very culprits responsible for holding us back.
It is time to pull back the curtain on why your brainstorming sessions might be failing you. And more importantly, how to get your team’s creative juices flowing. Here's why traditional brainstorming sessions are a waste of time—and what to do instead.
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