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

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<strong>com</strong>pare apples with apples, Dunnettepooled the ideas <strong>of</strong> each <strong>in</strong>dividual togetherwith those <strong>of</strong> three other <strong>in</strong>dividuals,as if they had been work<strong>in</strong>g <strong>in</strong>“nom<strong>in</strong>al” groups <strong>of</strong> four. <strong>The</strong> researchersalso measured the quality <strong>of</strong> theideas, rat<strong>in</strong>g them on a “ProbabilityScale” <strong>of</strong> 0 through 4.<strong>The</strong> results were unambiguous. <strong>The</strong>men <strong>in</strong> twenty-three <strong>of</strong> the twenty-fourgroups produced more ideas when theyworked on their own than when theyworked as a group. <strong>The</strong>y also producedideas <strong>of</strong> equal or higher quality whenwork<strong>in</strong>g <strong>in</strong>dividually. And the advertis<strong>in</strong>gexecutives were no better at groupwork than the presumably <strong>in</strong>trovertedresearch scientists.S<strong>in</strong>ce then, some forty years <strong>of</strong> researchhas reached the same startl<strong>in</strong>gconclusion. Studies have shown thatperformance gets worse as group size264/929

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