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.