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Quiet: The Power of Introverts in a World That Can ... - WordPress.com

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a<strong>in</strong>stormed one and the same problemand produced over 800 ideas.”Osborn’s theory had great impact,and <strong>com</strong>pany leaders took up bra<strong>in</strong>storm<strong>in</strong>gwith enthusiasm. To this day,it’s <strong>com</strong>mon for anyone who spendstime <strong>in</strong> corporate America to f<strong>in</strong>d himselfoccasionally cooped up with colleagues<strong>in</strong> a room full <strong>of</strong> whiteboards,markers, and a preternaturally peppyfacilitator encourag<strong>in</strong>g everyone t<strong>of</strong>ree-associate.<strong>The</strong>re’s only one problem with Osborn’sbreakthrough idea: group bra<strong>in</strong>storm<strong>in</strong>gdoesn’t actually work. One <strong>of</strong>the first studies to demonstrate this wasconducted <strong>in</strong> 1963. Marv<strong>in</strong> Dunnette, apsychology pr<strong>of</strong>essor at the University<strong>of</strong> M<strong>in</strong>nesota, gathered forty-eight researchscientists and forty-eight advertis<strong>in</strong>gexecutives, all <strong>of</strong> them male employees<strong>of</strong> M<strong>in</strong>nesota M<strong>in</strong><strong>in</strong>g and262/929

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