We often use team to come up with creative insights.
Brainstorming in groups
Independent individual bring more considerably more and better ideas than the same number of individual gathered in a team.
Source: Diehl and Stroebe (1987), Paulus et al. (1993)
"The evidence from science suggests that business people must be insane to use brainstorming groups". Adrian Furnham, Professor of Psychology, University College of London
Why do teams perform worse?
Teams are completely oblivious of their bad performance in brainstorming: there is an illusion of group productivity.
Nominal group technique
Source: Thompson (2013)
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