Creative groupthink within homogeneous creative teams can really hinder innovative problem-solving - especially in an era that requires marketing teams to bring truly original thinking to stand out.

When internal groups become too entrenched in their collective ideas, introducing outsiders can offer a fresh perspective and spark new ways of thinking, a concept proven in psychology and neuroscience circles.

External individuals, not bound by the team's preconceptions or inherent biases, can inject new viewpoints and diverse experiences into the discussion. Their unique insights often challenge the status quo, encouraging team members to think beyond their usual boundaries and explore unconventional solutions.

Bringing in outsiders doesn't merely disrupt the echo chamber of internal conversations; it also fosters a culture of open-mindedness within the team. The introduction of new voices cultivates an environment where curiosity thrives and where different perspectives are valued. This can lead to a more inclusive brainstorming process, where individuals feel empowered to share diverse ideas without fear of conformity or group pressure.

Moreover, outsiders can serve as catalysts for constructive conflict. Their differing opinions can spark healthy debates and discussions among team members. This positive friction, when managed effectively, promotes critical thinking and helps unearth hidden assumptions or overlooked details. By challenging the group's consensus, these external perspectives encourage robust problem exploration, allowing teams to explore multiple angles and arrive at more well-rounded, innovative solutions.

However, it's crucial to strike a balance between leveraging external input and respecting the internal expertise of the team. While outsiders offer fresh viewpoints, the internal team's deep understanding of the project's nuances remains invaluable. Encouraging collaboration between internal and external contributors can harness the best of both worlds, leading to a synergistic approach that combines diverse insights with in-depth knowledge, ultimately fostering a richer and more effective creative process.

So, when you’re facing growth blocks, increase the diversity in your marketing team and you’ll see new ideas emerging!