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The Creative Group Mind-Innovative
Genius or Teamwork Dummy?
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“The challenge is clear: Innovate or evaporate!”
The Performance Group
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CREATIVITY LEVELS
INDIVIDUAL CREATIVITY
GROUP/TEAM CREATIVITY
ORGANIZATIONAL INNOVATION/SUCCESS
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CMMI QuestionsCMMI Questions
Is it better to work alone or in groups Is it better to work alone or in groups for creativity tasks?for creativity tasks?
Is it helpful to work with individuals Is it helpful to work with individuals from other disciplines?from other disciplines?
What is the ideal group size for What is the ideal group size for creativity activity?creativity activity?
What is the best way to What is the best way to communicate in an innovative teamcommunicate in an innovative team—electronically or face to face?—electronically or face to face?
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CMMI Survey Percent Agreement CMMI Survey Percent Agreement Somewhat agree or higher Somewhat agree or higher
Brainstorming is effective--89Brainstorming is effective--89 People from outside disciplines People from outside disciplines
hinder—6hinder—6 Suspending constraints during Suspending constraints during
ideation—51ideation—51 Avoid criticism—66Avoid criticism—66 Design teams can be more effective Design teams can be more effective
than individuals—69 than individuals—69
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“Cultural Truths”
Group collaboration enhances creativity/innovation/learning
Teamwork enhances productivity
Diversity enhances benefits of collaboration
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Teamwork in EducationTeamwork in Education
Criteria three of the Accreditation Criteria three of the Accreditation Board for Engineering and Board for Engineering and TechnologyTechnology
Skill in teamwork is a program Skill in teamwork is a program outcome requirementoutcome requirement
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Book Titles Mining Group Gold (Kayser, 1995)
Building Team Power: How to Unleash the Collaborative Genius of Work Teams (Kayser, 1994)
Diverse Teams at Work: Capitalizing on the Power of Diversity (Gardenswartz &Rowe, 2003)
Swarm Creativity (Gloor, 2006)
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“Scientific Truths” Group interaction tends to inhibit
creativity Group interaction tends to lower
productivity Illusion of productivity Diversity in groups often leads to
negative emotions No consistent evidence for the
benefits of diversity in teamwork
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Creativity DilemmasCreativity Dilemmas
Need domain expertise for creativityNeed domain expertise for creativity Examples or information can inhibit Examples or information can inhibit
creativitycreativity Need collaboration for innovationsNeed collaboration for innovations Group interaction may inhibit creativityGroup interaction may inhibit creativity Need diverse talents/knowledge in teamsNeed diverse talents/knowledge in teams Groups tend to focus on commonalities Groups tend to focus on commonalities
rather than differencesrather than differences
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Inhibitory Effect of ExamplesInhibitory Effect of Examples
Providing examples produces fixation Providing examples produces fixation on features of the exampleon features of the example
Need change of context or multiple Need change of context or multiple perspectives to overcomeperspectives to overcome
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James Crocker
Hubble Repair
Auguste Kekule
BenzeneKary Mullis
PCR
Archimedes
Displacement PrincipleBeethoven
Canon for piano
Henri Pioncare
Fuschian Functions
Experimental Studies of Fixation, Incubation & Insight
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Idea Generation: Conceptual Extension
Imagine another planet similar to Earth……What sort of life forms evolve there?
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Creature Ideas: From Smith et al. (1993)Creature Ideas: From Smith et al. (1993)
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Spill-Proof Cup from Jansson & Smith Spill-Proof Cup from Jansson & Smith (1991)(1991)
Create, sketch, and Create, sketch, and label the parts of a label the parts of a new inexpensive new inexpensive spill-proof coffee spill-proof coffee cup. cup. Do not use Do not use drinking straws or drinking straws or mouthpieces.mouthpieces.
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ResultsResults Seeing the example design greatly Seeing the example design greatly increased the number of designs increased the number of designs that: that:
Have a straw or mouthpiece.Have a straw or mouthpiece.
Leak. Leak.
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Conclusion
Implicit knowledge can produce invisible impasses when you try to think creatively
Have to find a way to overcome this impasse or get outside the box
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Osborn Brainstorming Rules
1. Don’t judge
2. Say what comes to mind
3. The more ideas, the better
4. Build on ideas from others
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Osborn Predictions
Rules help increase creativity in groups
Groups will be more creative than individuals
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Typical Research Paradigm
Experiments Short sessions College students Measures
• number of unique ideas• quality of ideas
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Typical Research Paradigm
Baseline comparison is critical
Compare number of ideas of interacting groups with that of same number of solitary individuals
Real groups versus nominal groups
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Brainstorming Findings
• Groups: more creative ideas than individuals• Groups: fewer creative ideas than same number of individuals• The larger the group, the more discrepancy• Pairs of brainstormers most productive “group”• More ideas, more good ideas
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The Productivity Gap
0
20
40
60
80
100
1 2 3 4 5 6 7 8
Group Size
No
. o
f Id
eas
Nominal Groups
Real Groups
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0
5
10
15
20
25
30
Alone Group
Social Context
DATA FROM
COMPANY
EMPLOYEES
Number of Unique Ideas Generated
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Brainstorming Findings
• Average quality not different between groups and individuals
• Group members think that they are more productive and creative
• Illusion of group productivity
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0
1
2
3
4
5
6
Alone Group
Social Context
high
low
Rating of Number of Ideas Generated
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Beliefs about number of ideas in brainstorming
0
10
20
30
40
50
60
70
80
90
Company Data Lab Data
more alonethe samemore in groups
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Group Dummy Model Group Dummy Principle
+ = <
Implies production losses of working in groups
Groups less efficient than individuals
50% less productive
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Group Dummy Model
Cognitive Interference• distraction• time competition• multiple task interference
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Group Dummy Model
Social Interference• social apprehension• social loafing• move in direction of low
performers
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Implication for MeetingsImplication for Meetings
Kill all your meetings—interruption is Kill all your meetings—interruption is the biggest enemy of productivity.the biggest enemy of productivity.
Jason Fried, founder of Jason Fried, founder of 37signals, 37signals, a company that creates a company that creates programs programs to facilitate teamworkto facilitate teamwork
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Teamwork Literature
Benefits of self-managing teams
Lot of data on factors enhancing teamwork
Assume teams beneficial for innovation
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Intellectual Puzzle
Teamwork and collaboration are great
Group work is bad Different methods, paradigms,
populations Different focus
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Teamwork Literature
Real groups in organizations Compare impact of variables in teams Self-management/training important Typically no non-team controls Often measures of perception by participants, outsiders Many complex tasks are feasible only
with teams of diverse skills
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Synchronous
Individuals interacting in a limited time period on one task• Meetings• Lab sessions• Brainstorming sessions• Problem solving sessions
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Asynchronous
Individuals interacting over a period of time on one or more tasks.• As needed• Alone/group sequences • In person and electronic interactions• Teamwork• Periods of synchronicity
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Relevance of Groups ResearchRelevance of Groups Research
Synchronous group interactionSynchronous group interaction
Asynchronous patternsAsynchronous patterns
Tasks which only teams can doTasks which only teams can do
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Group Wisdom
Basic Principle
+ = >
Example: Obvious benefits of teamwork and collaboration.
May involve the benefits of complementarity of skills and knowledge
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Production of KnowledgeProduction of KnowledgeWuchty et al. 2007, Wuchty et al. 2007, ScienceScience
Over the span of 5 decades, no. of Over the span of 5 decades, no. of authorsauthors
Almost all fields increase in team sizeAlmost all fields increase in team size Teams more highly citedTeams more highly cited Effect is increasing over timeEffect is increasing over time Especially for highly cited papersEspecially for highly cited papers Teams papers 6.3 more likely to be Teams papers 6.3 more likely to be
cited 1000 times than individual cited 1000 times than individual papers in science and engineeringpapers in science and engineering
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The Search for SynergyThe Holy Grail
Performance of groups better than a similar number of individuals
No evidence with face-to-face groups
So far no evidence with work teams
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Group Genius or Synergy
Group Genius Principle
+ = >
Implies synergy
Groups generate more and/or better ideas
Teams more than sum of their parts
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Semantic networkSemantic network
Guitar
Clarinet
BanjoGloves
Mittens
Flute
PantsViolin Hat
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A Cognitive Model for Group Genius
Categories of knowledge Diversity Attention Associational stimulation Memory Incubation/deeper processing
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Limiting the Genius Factor in Groups
Need to multi-task generate, attend, process,
coordinate lack of opportunity to generate lack of opportunity to process
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Optimizing the Genius Factor
Efficient interaction paradigms• Writing• Electronic brainstorming• Efficient communication
Alternating group and individual ideation
Task focus
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Brainwriting
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Brainwriting Study
Two Sessions/Same Task Two Sessions/Same Task
Alone or Group in Session 1Alone or Group in Session 1
Write/Exchange Ideas Write/Exchange Ideas
Alone in Session 2Alone in Session 2
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Brainwriting Task
Number of Ideas
0
10
20
30
40
50
60
70
80
90
Group Nominal
Session 1
Session 2
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Electronic Brainstorming
Exchanging idea on computers Group decision support systems Access to others ideas during
brainstorming
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Electronic Brainstorming
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Electronic Brainstorming
Groups equal to or better than similar number of individuals
Larger groups—more productive Small groups—productive if
emphasize attention to others’ ideas Benefit of exchange in subsequent
solitary brainstorming session
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Productivity Gains - Electronic Groups
010203040506070
1 3 5 7 9 11 13 15
Group Size
No
. o
f Id
eas
Nominal
Interacting
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Individual and Group Sequence
Individual to group? Group to individual? Indiv/Group/Indiv Time/activity between
sessions may be critical
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Number of Ideas
0
50
100
150
200
250
300
350
Alone-Group Group-Alone
Overall Performance
Individual and Group Sequence
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Keys To Effective Group Creativity
Task Focus
Task Motivation
Effective Information Processing
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Task Focus
Clear instructions/rules/minimize irrelevant talk
Attending to others
Brief breaks
Task decomposition
Training
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Task Motivation
Competition
High goals
High performance norms
Selected group members
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Effective Information Processing
Writing/electronic Efficient communication Periodic priming Incubation opportunities
• Alternating individual and group ideation Brief breaks Diversity
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Future Directions Collaborative team grant
• Develop model of the group creative mind
• Group dynamics, cognitive science, computational modeling
Immersive reality
Brain imaging
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Future Directions Translational research in real world
settings
• Meetings
• Work teams
• Collaborative learning
• Innovation in science and engineering
• Intelligence analysis
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Using Our Innovative PotentialUsing Our Innovative Potential
We use only 10% of our brains?We use only 10% of our brains?
We tap only __% of our group brainsWe tap only __% of our group brains
We tap only __ % of our collective We tap only __ % of our collective innovative potentialinnovative potential
Executive MBA studentsExecutive MBA students
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Using Our Innovative PotentialUsing Our Innovative Potential
Research on collaborative creativity Research on collaborative creativity can increase our ability to tap our can increase our ability to tap our individual and collective creative individual and collective creative potentialpotential
Collaboration can then enhance the Collaboration can then enhance the innovative impact of individualsinnovative impact of individuals
Can lead to lead to creative group Can lead to lead to creative group synergysynergy
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ConclusionsConclusions
Collaborative teamwork for Collaborative teamwork for innovation makes sense in terms of innovation makes sense in terms of simple addition of talentsimple addition of talent
Collaborative teamwork may tap only Collaborative teamwork may tap only a fraction of the innovative potential a fraction of the innovative potential of the teamof the team
Applying our understanding of the Applying our understanding of the creative group mind may suggest creative group mind may suggest ways to tap this potential ways to tap this potential
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“They who most effectively tap their collective potential will win the innovation race!”
The UTA Group Creativity Lab