““Osborn’s theory had great impact, and company leaders took up brainstorming with enthusiasm. To this day, it’s common for anyone who spends time in corporate America to find himself occasionally cooped up with colleagues in a room full of whiteboards, markers, and a preternaturally peppy facilitator encouraging everyone to free-associate. There’s only one problem with Osborn’s breakthrough idea: group brainstorming doesn’t actually work.””
