Turns Out Zoom May be Bad for Brainstorming

Is our collective love affair with Zoom coming to an end? We’ve all experienced or heard of Zoom fatigue, but maybe there is more to the story.

A new report by Columbia Business School suggests that people come up with fewer collaborative ideas on Zoom than in person. Researchers blame this on the fact that with Zoom, you’re essentially forced to look at yourself and others the entire time you’re brainstorming.

That simple aspect of Zoom prevents the mind from wandering — a state that turns out to be essential to creativity. Who knew daydreaming was so important?

For employers, the takeaway is that, one study suggests that in a hybrid work scenario — which so many of my clients are now in — brainstorming happens best in the office.