A mountain of studies has shown that face-to-face brainstorming and teamwork often lead to inferior decisionmaking. That’s because social dynamics lead groups astray; they coalesce around the loudest extrovert’s most confidently asserted idea, no matter how daft it might be.
What works better? “Virtual” collaboration—with team members cogitating on solutions alone, in private, before getting together to talk them over. As Susan Cain (who write Quiet: The Power of Introverts in a World That Can’t Stop Talking) discovered, researchers have found that groups working in this fashion generate better ideas and solve problems more adroitly. To really get the best out of people, have them work alone first, then network later.
Sounds like the way people collaborate on the Internet, doesn’t it? With texting, chat, status updates, comment threads, and email, you hash over ideas and thoughts with a pause between each utterance, giving crucial time for reflection. Plus, you can do so in private.
(The) overall the irony here is pretty gorgeous. It suggests we’ve been thinking about the social web the wrong way. We generally assume that it has unleashed an unruly explosion of disclosure, a constant high school of blather. But what it has really done is made our culture more introverted—and productively so. Now if we could just get some doors on those cubicles.
Clive Thompson writing in Wired Magazine