|Source: Thrive Global|
Does our creativity diminish over time? Most people think so. They believe that that we are likely to generate our most creative and innovative ideas during the early stages of brainstorming. Unfortunately, people are being misled because they think that those ideas that are harder to generate (i.e., that take some time to surface) are less innovative. They are mistaken in that belief. Those ideas you generate quickly and easily are not necessarily your most creative concepts.
It's perhaps not surprising that people don't recognize the power of persistence when it comes to creativity. As brainstorming begins, people tend to generate lots of ideas. As time passes, it becomes more difficult to offer original ideas. The drop in quantity often leads to a drop in energy in the group. There's a sense that the team is floundering a bit. Those feelings likely cause people to conclude that they are not likely to generate highly creative ideas if they continue their conversation. Teams should not fall into this trap though. They should not confuse quantity with quality. Perhaps they need a break to achieve some pscyhological distance from the problem. However, they should not give up. They should persist.