CHAPTER 1

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Debunking Myths About Creativity

Several years ago, I made a research presentation to a group of scholars and a few consultants. My opening statement was, “Several decades of research have unambiguously found that teams are demonstrably inferior to individuals when it comes to brainstorming and idea generation.” I thought that such a statement in the presence of academics would not cause too much commotion. I was wrong. One of the scholars was a lead consultant for a major Silicon Valley company that prided itself on creative idea generation, particularly in teams. This led to a spirited debate between the two of us that lasted through ...

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