John Hegarty on collaboration

The following excerpt is taken from John Hegarty‘s book “Hegarty on Creativity“.

“Much today is written about collaboration and the need to work or brainstorm with others in order to to bring an idea to fruition.

It’s all very friendly and inclusive but be careful: Collaboration can easily turn into consensus.

Which rapidly becomes ordinary. Sitting around on beanbags holding hands and having a happy-clappy meeting will not lead to greatness.

Some people believe you can create brilliance by brainstorming with lots of people.

Well, you can’t.”

The idea that great ideas are forged more efficiently by small groups, reminds me of George Lois‘ concept of the Group Grope.

Hey. I’m Alex Murrell. I'm a Planner at Epoch Design in Bristol where I help deliver highly creative, innovative and effective pack, instore and online communications for some of the world’s biggest FMCG brands. Want to know more? You can find me on Twitter or LinkedIn.

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