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<strong>in</strong>creases: groups <strong>of</strong> n<strong>in</strong>e generate fewerand poorer ideas <strong>com</strong>pared to groups<strong>of</strong> six, which do worse than groups <strong>of</strong>four. <strong>The</strong> “evidence from science suggeststhat bus<strong>in</strong>ess people must be <strong>in</strong>saneto use bra<strong>in</strong>storm<strong>in</strong>g groups,”writes the organizational psychologistAdrian Furnham. “If you have talentedand motivated people, they should beencouraged to work alone when creativityor efficiency is the highestpriority.”<strong>The</strong> one exception to this is onl<strong>in</strong>ebra<strong>in</strong>storm<strong>in</strong>g. Groups bra<strong>in</strong>storm<strong>in</strong>gelectronically, when properly managed,not only do better than <strong>in</strong>dividuals, researchshows; the larger the group, thebetter it performs. <strong>The</strong> same is true <strong>of</strong>academic research—pr<strong>of</strong>essors whowork together electronically, from differentphysical locations, tend to produceresearch that is more <strong>in</strong>fluential265/929

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