Mythbuster: The supposed virtues of collective thinking

Les Binet and Sarah Carter

This article challenges the supposed power of collective thinking and argues that this is frequently over-estimated, and actually, collective thinking can be a bad thing.

Mythbuster: The supposed virtues of collective thinking

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the supposed virtues of collective thinking.

At a recent brainstorming, discussion turned to promoting a new product. Someone casually mentioned an upcoming big public event. Could we organise some kind of stunt there? The group seized on the comment, and quickly came up with half-a-dozen ideas. It looked like we'd cracked it.

But then someone pointed out there was little overlap between our target audience and the...

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