We at least have some idea of what doesn't work. Take this article.
This research simply confirms what creative people like David Ogilvy and David Gelernter have already told us about the nature of creativity.
Coming up with good idea takes creativity
How do you come up with a really good idea? (By the way, if I had a sure-fire answer, I would not be sharing it today). But in the proper spirit of the entrepreneurial ecosystem, let’s look at some sophisticated research, done at the Stanford Graduate School of Business by Melanie Brucks and Szu-chi Huang, that might shed some light on the puzzle.
The answer is creativity. And the question is should you spend a few minutes every day working on a problem or should you wait for the idea to appear like a lightning strike while you’re shopping at Vons. The Brucks and Huang research concludes, “regular brainstorming sessions are not likely to lead to an increase in unique ideas.”
We have known for some time that brainstorming rarely produces breakthrough ideas or significant innovation. Yet organizations keep turning to it. Another Marshall aphorism helps explain why.
Subjects in the test did much better in the morning. Around 11 p.m., they produced the worst results. And they noted that “thinking late in the afternoon” leads to more habitual (not very creative) thinking.
Brainstorming, just like endless debate and repetitive analysis, can be a means of avoiding hard decisions and harsh realities.Don't fight the problem – decide it!