In recent years, typical business brainstorming has gotten a bad rap for a lot of reasons: It is ineffective. It is dominated by loudmouths. Most people think better alone. So why is brainstorming still widely utilized by businesses intent on idea generation? The answer has more to do with the inherent biases and shortcomings we do not see in brainstorming than what is observable in the process.
“Most people go through brainstorming sessions in which only half of the ideas that exist in the room get expressed,” says Loran Nordgren, an associate professor of management and organizations at the Kellogg School. “Very often the best ones don’t get expressed, and participants walk out feeling like it was a productive meeting.”
With that in mind, Nordgren recently designed the mobile app Candor as a handy way to generate, capture, organize, and evaluate ideas while bypassing some of the main obstacles posed by traditional brainstorming.