The problem with ideation online

Leadership Anywhere Newsletter #28 - Maybe it is just me because I have many friends in the advertising industry, given my background. But I have this statement coming back to me time-to-time.

You can't do brainstorming/ideation remotely. 

If you collect a bunch of people in an online space, you can't produce the same results (a collection of ideas) for a problem. 

The number one reason is chemistry. Because apparently, chemistry is super important when it comes to creativity. 

Today, I give you some background on how brainstorming works, whether you should use it, and why online is way better. And also, what the heck is chemistry within teams?