Psychologists usually offer three explanations for the failure of group brainstorming. The first is social loafing: in a group, some individuals tend to sit back and let others do the work. The second is production blocking: only one person can talk or produce an idea at once, while the other group members are forced to sit passively. And the third is evaluation apprehension, meaning the fear of looking stupid in front of one's peers.
Susan CainNow that you're an adult, you might still feel a pang of guilt when you decline a dinner invitation in favor of a good book. Or maybe you like to eat alone in restaurants and could do without the pitying looks from fellow diners. Or you're told that you're "in your head too much", a phrase that's often deployed against the quiet and cerebral. Or maybe there's another word for such people: thinkers.
Susan Cain...remember the dangers of the New Groupthink. If it's creativity you're after, ask your employees to solve problems alone before sharing their ideas. If you want the wisdom of the crowd, gather it electronically, or in writing, and make sure people can't see each other's ideas until everyone has had a chance to contribute.
Susan CainCollege students who tend to study alone learn more over time than those who work in groups.
Susan Cain