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48. some forty years of research: See, for example,
Paul A. Mongeau and Mary Claire
Morr, “Reconsidering Brainstorming,”
Group Facilitation 1, no. 1 (1999): 14. See
also Karan Girotra et al., “Idea Generation
and the Quality of the Best Idea,” Management
Science 56, no. 4 (April 2010):
591–605. (The highest level innovation
comes from a hybrid process in which
people brainstorm on their own before
sharing ideas with colleagues.)
49. “business people must be insane”: Adrian
Furnham, “The Brainstorming Myth,” Business
Strategy Review 11, no. 4 (2000):
21–28.
50. Groups brainstorming electronically:
Paul Mongeau and Mary Claire Morr, “Reconsidering
Brainstorming.”
51. The same is true of academic research:
Charlan Nemeth and Jack Goncalo, “Creative
Collaborations from Afar: The Benefits