Generating marketing ideas: Why brainstorming does not work

The imminent return of the Apprentice to our TV screens has reminded me of few things. The characterisation of ‘business people’ and ‘entrepreneurs’ in popular culture. The reductionist way in which ‘leadership’ is characterised … and the indisputable fact that brainstorming does not work.

The ‘brainstorming’ part is particularly worth consideration due to its prevalence in real world business.

Every week on such ‘reality’ shows we see the disastrous results of the teams involved. But it’s never for a lack of brainstorming, is it?

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