Brainstorm, but carefully and only after individual thought

Psychologists have long known that the practice of 'brainstorming' is a sure road to fewer new ideas and less innovation than that produced when we work individually. In groups we loaf, feel anxious and our own ideas are soon forgotten while we listen to others.

It turns out that groups are better at evaluating ideas than they are at their generation. Despite its longevity, brainstorming is best avoided for its original purpose.

Source: here