It is often said that the most innovative idea arises at the coffee machine and that creativity is a product that arises in interaction with others.

Brainstorming is often one of the tools companies look for when starting a new project that requires new, creative ideas. But brainstorming can be a more killing than creating tool when it comes to creativity. When brainstorming, what is referred to as 'Group Thinking' or group thinking in Danish can occur.

Groupthink is a psychological phenomenon that occurs when a group of people make decisions based on the need for harmony and conformity. The result is often the first and best bid that is given in the group. The group has thus come to an agreement without conflict, but the decision has not necessarily been made with a critical assessment or sufficient examination of alternatives. Groupthink can therefore both reduce efficiency and creativity in the group.

The psychological aspect

There is a completely natural explanation, and it lies in psychology. When employees gather for a brainstorming session, the group dynamic is reinforced. It is only natural that we seek away from discord and discussions and towards a common consensus. But in reality, it is from our disagreement that the most creative ideas arise. By not simply giving each other the right for the sake of the good atmosphere, but instead by challenging each other, creativity is given free rein to a much greater extent.

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