Keynote Review: Jonah Lehrer on Why Brainstorming Doesn't Work
In a controversial section that drew quite a bit of buzz, Jonah took “brainstorming” to task, calling it a nice idea that doesn’t actually work. Research has shown that only truly constructive criticism of ideas and a culture that encourages dissent will result in great ideas that move a company forward. At Pixar, for instance, the engineers and animators begin every day with a “shredding” meeting, where they watch the previous day’s animation and pick it apart to find the flaws — whether or not they had been involved in the creation. At the end of the keynote, an audience member asked Jonah if there were other companies that exemplified this culture of encouraged dissent. The answer surprised some in the audience. Jonah said that some Toyota and Apple practices are good models, but it’s actually best to look to art schools, since disciplines like art, music, and dance are unique examples of techniques that are honed through constant critique and refinement: a process that leads to greater “creativity.”
-As reported by Lavin agent Lyz Keating.
Read more about keynote speaker Jonah Lehrer