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That's because the easiest way to adapt we have is to copy behaviors, so naturally new players try to copy the GM behavior and go straight into authorial mode. It's not so easy for everyone, some players think they have to come up with quality material in the spot and shy away, while others are up to the challenge or inspired and might end up overdoing, depending on the game. That's where usually the GM intervenes by simplifying things for shy players and guiding/blocking the extrovert ones.
However if you try brainstorming all together the setting creation part at the start of the game by using simple questions to inspire players and taking note of whatever the extrovert ones say, you get some interesting side-effects:
-It's a pressure-free instance of the game where players get the chance to module the amount of input and learn it's a conversation where everybody is supposed to talk at some point, with the GM working as a moderator.
-If they all get at least some part of their input validated it's easier for them to further invest in the fiction and get enthusiast about it.
-Everyone gets on the same page on what's the game about, what expectations everyone has about the theme, genre and atmosphere, as well as what's the setting's background.
-Having already invested in the setting and inspired by it, they will be ready to make characters that totally fit that setting and make a more cohesive group.
-It doesn't have to mean everything is set in stone, the GM can still surprise them and reveal different real facts behind what their characters knew from rumours and stories. Whenever setting creation is done I warn the group that all this is what their characters know and may not be necessarily the complete truth.
-The workload of the GM is reduced while the quality and variety of the material may even get increased from her usual output, since you have more heads working on the same thing. All the GM needs to do then is edit a bit, connect the dots and can later add as much as she wants.
Some important requirements to make this work:
-The GM should use short precise questions, otherwise things may get out of hand quickly.
-The brainstorming shouldn't take too long. Personally I use eight questions and most of the time I don't even ask them all; I stop when we get a clear premise and an inmediate objective since that's usually enough to start playing.
-The GM should give everyone the same amount of spotlight and use at least one or two of their inputs.
-If somebody is trying to push too much, it's time for blocking a bit and move the spotlight to another player, or ask the group what they think about what the first player said.
-Using some dice rolls to decide things is great thing at this part if the game's conflict resolution is based on dice, it's a good way to introduce this main mechanic without still giving toomuch info about it.
-The GM should be mentally ready to play unsafe and impro a lot, as well as prepping nothing but modular bits that can get used anywhere or discarded without ruining the game experience.
-The GM would need to follow the players and keep the game moving on when they doubt, instead or trying to lead them to places, people ans scenes she has prepped.
-The GM should be totally open-minded about players personal tastes, since these are the ones that will built the world. If she's got a strong sense of what she wants from the game she will end up editing too much. It can still work if the GM puts some clear limits before brainstorming, though.