The brainstorming myth

Truth is, it doesn't really work that well:

After a few years at M.I.T., [Noam] Chomsky revolutionized the study of linguistics by proposing that every language shares a “deep structure,” which reflects the cognitive structures of the mind. Chomsky’s work drew from disparate fields—biology, psychology, and computer science. At the time, the fields seemed to have nothing in common—except the hallways of Building 20. “Building 20 was a fantastic environment,” Chomsky says. “It looked like it was going to fall apart. But it was extremely interactive.” He went on, “There was a mixture of people who later became separate departments interacting informally all the time. You would walk down the corridor and meet people and have a discussion.” Building 20 and brainstorming came into being at almost exactly the same time. In the sixty years since then, if the studies are right, brainstorming has achieved nothing—or, at least, less than would have been achieved by six decades’ worth of brainstormers working quietly on their own. Building 20, though, ranks as one of the most creative environments of all time, a space with an almost uncanny ability to extract the best from people. Among M.I.T. people, it was referred to as “the magical incubator.”