Innovation Cultures - Thinking Innovation v2 | Page 6

ORGANIC IDEAS MAY BE BETTER FOR YOU by Teresa Di Cairano Why time matters when it comes to innovation Much has been written recently about the limitations of brainstorming as a useful technique for creativity and innovation. Brainstorming techniques hope to stimulate creativity by trying to get teams to think in non-linear ways leading to more random associations and arguably better - or at least more - ideas. Why the need for more creativity? Ultimately, frustrated suits hit a wall in terms of innovation perhaps because their teams are stacked with too many left-brained analytical types. After all, they were hired because they could quantify ROI and optimize performance measures that large organizations like, rather than generate new ideas. At this point, in comes the creativity