The conventional wisdom that innovation can be institutionalized or done in a formal group is simply wrong. Part of what we know about the brain makes it clear why the best new ideas donâ€™t emerge from formal brainstorming. First, the brain doesnâ€™t make connections in a rigid atmosphere. There is too much pressure and too much influence from others in the group. The â€œfree associationâ€ done in brainstorming sessions is often shackled by peer pressure and as a result generates obvious responses. In fact, psychologists have documented the predictability of free association.