“…The most widely adopted process for generating creative ideas within organizations is brainstorming (Devine, Clayton, Philips, Dunford, & Melner, 1999; Rietzschel, Nijstad, & Stroebe, 2006; Sutton & Hargadon, 1996). Despite its immense popularity, when groups of people interact for the purpose of brainstorming, they significantly overestimate their productivity (Paulus, Dzindolet, Poletes, & Camacho, 1993) and produce fewer unique ideas than nominal groups of people generating ideas alone (Diehl & Stroebe, 1987, 1991; Mullen, Johnson, & Salas, 1991; Paulus, Larey, & Ortega, 1995; Rietzschel et al , 2006; Taylor, Berry, & Block, 1958). Yet people insist on habitually coming together for tasks such as generating ideas (Leonard & Swap, 1999).…”