We’re taught to think that brainstorming is an effective way to generate ideas and spur creative thought. Â The key to successful brainstorming, it was thought, was lack of a lack of criticism. Â This makes sense: if people aren’t afraid that their ideas will be criticized, they won’t be afraid to share their ideas. Â Once shared, ideas can be bandied about, the best will flow to the top, be improved upon, and the group will be better off for it.
There’s one small problem with this idea.  It’s completely wrong.  It turns out, that people generate far more ideas when they do so alone.  Those ideas tend to be better, too.  Traditional brainstorming actually hurts creativity.
Why? Â Jonah Lehrer explains:
We naturally assume that negative feedback stifles the imagination. Â But it turns out we’re tougher than we thought. Â The imagination is not meek. Â It doesn’t wilt in the face of conflict. Â Instead, it is drawn out, pulled from it’s usual hiding place. Â The reason criticism leads to new ideas is that it encourages us to fully engage with the work of others. Â We think about their concepts because we want to improve them. Â It’s the imperfection that leads us to really listen.
In contrast, when everybody is right, when all new ideas are equally useful, as in a brainstorming session, we stay within ourselves. Â There is no incentive to think about someone else’s thoughts or embrace unfamiliar possibilities. Â And so the problem remains impossible. Â The absence of criticism has kept us all in the same place.
Criticism is essential to creativity.
But, there’s a balance to be struck. Â Tearing someone’s idea apart just for the sake of criticism isn’t terribly useful, and can destroy a team pretty quickly. Â Instead, take a page from the team at Pixar, who ensure their daily critique sessions don’t destroy morale by utilizing “plussing”, the technique that allows people to improve ideas without using harsh or judgmental language:
The goal is simple: whenever work is criticized, the criticism should contain a “plus”, a new idea that builds on the flaws in a productive manner. Â We try to make sure that criticism is mixed with a little something else, a new idea that allows us to immediately move on, to start focusing not on the mistake, but on how to fix it.
This kind of criticism is doubly effective. Â Not only does the group snowball ideas, but members keep thinking about those ideas afterwards. Â Nobody can simply walk out of a session feeling proud that their idea was written on a whiteboard and might someday be implemented. Â Instead, their ego forces them to mull over the idea, and the criticisms, and come up with a better solution. Â The plussing process continues long after the meeting is over.