A Yale study found that when individuals came up with ideas by themselves, there were double the amount generated during a group session.

Creativity is an in-demand skill, with studies showing that CEOs feel "innovation" is the number one priority for their business. But 77% of those CEOs also believe it's hard to find employees with creativity and innovation skills.

Traditional group brainstorming isn't as productive as we think. 

After taking over Pixar, Steve Jobs implemented a policy of "plussing", which led to great success. 

In working cultures, there is an underlying belief that "productivity requires speed". Therefore, organisations value people who work fast, make quick decisions and tick off their to-do list. 

Our tendency to value fast productivity prevents us from keeping an open mind once we find a solution to a problem.