Optimarketer: The Marketing Optimization Blog

Should Brainstorming be a Group or Individual Activity?

I've worked with people who were absolutely convinced that solo brainstorming had zero value. One creative guy even referred to it as "mental masturbation."

But recently, scientists concluded that people in groups have a tougher time coming up with different solutions to problems.

The study, published in Journal of Consumer Research, found that when participants were exposed to a soft drink brand and asked to dream up alternate brands, they came up with far more products alone than when grouped with others.

Said researcher H. Shanker Krishnan: "When a group gets together, they can miss out on good options ... we could very quickly fixate on things and all come up with the same options."

I find it best to brainstorm on my own and with at least one other interesting person. In brainstorming, one plus one often equals three or more. What do you think?

I originally read this story on MSNBC.com.

An Open Letter to Sopranos Creator David Chase

Dear David,

I happen to think the ending was fucking excellent. But that's not why I'm writing.

From the Star-Ledger article, it sounded like you'd make a "Sopranos" movie if you hit upon a kickass (no pun intended) idea.

Whaddya say we grow ideas together?

Here's an offer you can't refuse (sorry -- couldn't resist): this ad agency founder will brainstorm with you for a day or more to come up with "Sopranos" movie ideas. I won't charge a penny for my time and I'll sign any NDA you hand me.

If we get a diverse group of people together and collect a few hundred ideas -- including relevant stuff in a whole new realm -- odds are damn good we'll find something you'll want to develop.

I've been hooked on "The Sopranos" from episode one. I also used to be your New Jersey neighbor. I grew up on Bloomfield Avenue just before it became Broadway in Passaic. As a kid I worked at Saveway Cleaners right across from your Richfield Village apartment in Clifton.

Please contact me (978-897-3800 x11; robert@themothersofinvention.com) to discuss this offer. Thanks.

Robert Rosenthal, Founder, Mothers of Invention

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