Brainstorming doesn't work

The concept of brainstorming was pioneered by an adman named Alex Osborn in the 1953. The fundamental rule to making it work was “Don’t Criticise” – ie. all ideas are good ideas.

However, numerous psychological studies have shown that if a group of people were to work on a problem individually, the collective volume and quality of ideas is greater than a communal brainstorm with the same people. Additionally, groups that engage in constructive criticism have been shown to produce 25-40% more ideas than in non-critical sessions, and these ideas have been rated as more original.

Can brainstorming really be used effectively?

[youtube=http://www.youtube.com/watch?v=RgPIkx2JyQU&w=500&h=417]