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Bret Stetka
Brainstorming on Zoom Hampers Creativity
Scientific American, 2022
What's inside?
Teams brainstorming on video calls come up with fewer ideas than groups interacting face-to-face, a new study finds.
Recommendation
A new study shows that replacing face-to-face interaction with virtual calls somewhat impedes creative collaboration and idea generation. Scientific American outlines the intriguing findings by a team of researchers at Columbia Business School: If your team wants to be more creative, an in-person meeting is better than a Zoom call. But if you have no choice but to brainstorm online, researchers advise a simple solution that can negate the adverse effects of virtual communication on innovation.
Summary
About the Author
Bret Stetka, MD, was Editorial Director of Medscape Neurology and a writer for various media outlets, including Scientific American, Wired, NPR and The Atlantic.
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