The Science of Collective Flow

Flow State

Source: Moses Ma/Midjourney AI-Generated

by Moses Ma and Carol Grojean, Ph.D.

The rather quaint term “brainstorming” was coined by Alex Osborn in 1953 in his book Applied Imagination: Principles and Procedures of Creative Thinking. Osborn was a businessman and creativity theorist who co-founded the advertising firm BBDO. He was inspired to create the term after noticing that business meetings didn't encourage free thinking and spontaneity.

Over the last decade, the term has slowly been supplanted by a hipper-sounding phrase “group ideation.” This has enjoyed some success in the innovation consulting field, but it hasn’t taken root in our collective consciousness. A concept we might nudge along is “collective flow,” the application of science and certain high-intensity collaboration techniques—not only to meetings but to the rest of your life.

Just as Osborn noticed that business meetings didn't encourage free thinking and spontaneity, neither does the rest of the time you usually spend at work.

About Flow States

What is flow? It’s a term coined by psychologist Mihaly Csikszentmihalyi, which describes a state of optimal performance where challenge and skill are perfectly balanced, leading to intense focus and peak productivity. While much research has focused on individual flow, the concept of collective flow is gaining attention, particularly in environments that thrive on collaboration, such as brainstorming sessions and creative meetings.

When a group enters a collective flow state, something extraordinary happens. The boundaries between individuals blur, ideas bounce seamlessly from one person to another, and the group’s collective intelligence skyrockets. The room buzzes with energy, and what might have taken hours of solitary effort suddenly unfolds in a matter of minutes.

Success comes to those who learn how to trigger collective flow states. Here are some key elements to consider:

1. Clear Goals and Alignment: Collective flow is most likely to occur when the group has a clear, shared objective. Whether it’s solving a complex problem or generating new product ideas, everyone needs to be on the same page about the purpose of the session.

2. Balanced Participation: In a flow state, challenge and skill must be in harmony. The same applies to group dynamics. If one person dominates the conversation or if someone’s contributions are consistently overlooked, the balance is disrupted. Facilitators must ensure that participation is evenly distributed, allowing everyone to contribute their unique perspectives.

3. Open Communication: For a group to enter flow, communication must be open, fluid, and non-judgmental. Ideas should be free to evolve without fear of criticism. This requires an atmosphere of trust, where participants feel safe to take risks and voice unconventional thoughts. This is why we teach brainstorming facilitators to have the team applaud every single idea contributed.

4. Presence and Focus: Just as individuals must be fully engaged to achieve flow, so too must groups. Distractions, whether digital or interpersonal, can quickly derail the collective flow. Encourage participants to be fully present, leaving phones and unrelated discussions at the door. Our brains are multimodal, and combining visual and auditory support is vital — thus the use of graphic recording and facilitation is strongly recommended.

5. Positivity Feedback Loop: Flow thrives on immediate feedback. In a group setting, this means that ideas should be met with quick, constructive responses. The facilitator should lead the group in uploading wildly, for every idea contributed. More than anything else this is what builds ideation momentum.

Flow Essential Reads

In the Zone: How the Brain Helps Us Flow

If You Want the Flow You Have to Let It Go

Cultivating Collective Flow in Your Organization

When groups achieve collective flow, the benefits are profound. Not only does the quality of ideas improve, but the speed at which these ideas are generated and refined accelerates dramatically. Collective flow fosters deeper connections between team members, enhancing collaboration and reducing friction in future interactions. Moreover, the experience of collective flow can be deeply satisfying for participants. Teams that regularly experience collective flow are often more innovative, resilient, and adaptable—traits that are invaluable in today’s fast-paced, ever-changing business landscape.

How can you cultivate collective flow in your organization? Start by creating a culture that values and prioritizes collaboration. Encourage regular brainstorming sessions, but structure them in a way that supports the conditions for flow. Teach senior management facilitation skills so they can guide the process and keep the group aligned and engaged.

Invest in training that helps team members develop the skills needed to communicate effectively and contribute to group dynamics. Psychological safety, for example, can be fostered through team-building exercises and leadership practices that emphasize empathy and inclusivity.

There has never been a better time than now to learn about collective flow. It’s a way to increase human intelligence to keep up with artificial intelligence because it helps to unleash your deep reservoir of creativity.

The time to act is now. The future belongs to the leaders who understand that mastering collective flow isn’t just about staying ahead—it’s about defining the path forward. These are the leaders who will not just witness the next era of innovation but will be the very architects of it. The choice is yours: Will you be the one who lights the way?

This post was co-authored by Carol Grojean, Ph.D, an organizational systems scientist. If you’re interested in flow states, this post is an excerpt from a more comprehensive version about innovation and collective flow.