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Harnessing Group Intelligence For Innovation Productivity

Edward DeBono argued three decades ago that creativity is the most important human resource of all, and it’s truer now than ever. Without a strong culture of innovation that harnesses employee creativity effectively, organizations are much more likely to fail in the modern economy.  

But capturing employee creativity towards organizational innovation is challenging. Our current management practices evolved from Fordist (and Taylor’s scientific management even earlier) approaches to measuring productivity that served well for linear, predictable systems. For example, if a production line produces X widgets/week, you could be sure that by adding another production line you can get 2X widgets/week. Unfortunately, applying these approaches to innovation doesn’t work for two reasons:

  • Creativity is fundamentally non-linear. During brainstorming two people with individually weak ideas might discover key insights that lead to a billion dollar one. Or, an individual could be wrestling with a challenging problem for several days with very little to show for it and then suddenly find an interesting solution in a day. 
  • Complex problems often require a group to collaborate in order to find efficient solutions. But simply bringing people is not enough. Depending on the group and how individuals interact, you could get collective intelligence or collective stupidity. Most incentives are aligned with individual performance and backfire when work is highly dependent on group performance. 

So instead of focusing on linear metrics like bugs fixed per week or number of features shipped, we need better mechanisms that allow for collective intelligence to flourish. 

Swarm Intelligence

Some of the most fascinating examples of complex problem solving in groups come from nature. Groups of ants, bees, birds and other creatures can solve surprisingly complex problems easily even though each individual in the swarm is only following simple rules. Intelligent behavior emerges from these simple interactions. For example, army ants can travel for long distances without traffic jams in dense three lane highways by following simple rules like outgoing ants turn aside when they encounter incoming ants. 

Collective intelligence works surprisingly well in many kinds of problems like estimation or prediction. One of the most well known examples comes from Francis Galton, a pioneering statistician and half-cousin of Charles Darwin, who asked people to guess the weight of an ox at a fair in 1906. While individual responses varied from 1,074 to 1,293 lbs, the mean came to 1,197 lbs closest to the true value of 1,198 lbs! 

Group intelligence also outperforms individual intelligence in much more complex situations like hiring the right candidate for a role. Google at one point had a fairly complex hiring process where candidates could face up to 25 interviews. After analyzing data on interview performance and subsequent job performance, they were able to simplify the process down to 4 interviews which gave them an 86% confidence level. The interesting thing that came out of their analysis was that none of their managers – regardless of the years of experience under their belt –  were individually good at predicting who would make a good employee. The wisdom of the group of four always outperformed individual prediction! 

Research from several domains shows that for groups to work intelligently, few key conditions need to be met:

  • Individual members must be well-informed about their area to have a better than 50-50 chance of getting the right answer.
  • Cognitive diversity of the group is important. 
  • Individual members have to think independently and not influence each other’s opinions. 
  • Individual members should be unbiased.

Most organizations spend incredible amounts of time trying to find the most qualified candidate with the right set of domain skills during hiring, so the first criteria is often not an issue. The remaining three criteria often get underestimated (or ignored) which limits the amount of innovation companies produce.

Cognitive Diversity

The kind of diversity important in complex problem solving is cognitive diversity which includes knowledge (people skilled in different domains), perspectives (different ways of viewing a problem) and problem solving approaches (different heuristics or ways of generating solutions to the problem).

Cognitive diversity is correlated with diversity based on common factors like gender, race or ethnicity. Companies that prioritize increasing diversity have a better chance of being innovative and real-world results back that up. More diverse and inclusive companies are 1.7 times more likely to be innovation leaders in their industry. Scott Page, complexity scientist and author of The Difference, captured this perfectly when he said, “being different is as important as being good.”

Independent Thinking

Perhaps the most important criteria for harnessing group intelligence is for individuals in a group to think independently and not be swayed by others opinions. Unfortunately, this is also one criteria that most groups don’t pay attention to. When groups get together without adequate preparation, a few people might dominate discussions or people might be overly influenced by their leaders’ opinions. In such situations, decisions quickly fall prey to groupthink. 

To mitigate this, individual members need to think about the problem at hand and commit to their ideas and reasoning before they share with the group. This makes a huge difference in the quality of decision making. Despite the popularity of traditional brainstorming, groups that engage in nominal brainstorming (where people brainstorm individually before sharing with the group) come up with twice as many ideas overall and more original ones. 

Unbiased Thinking

Groups also suffer from biases which include both stereotypical (like gender) or cognitive biases. Hiring a more diverse workforce can mitigate the effects of stereotypical biases but cognitive biases can still remain. Two common cognitive biases are myside and one-sided thinking. 

Myside bias results from people’s inclination to favor arguments that support their opinion while ignoring or minimizing contradictory viewpoints. Organizational cultures where “defending your idea” is deemed an important leadership trait accentuate this bias.

One-sided thinking is our preference for arguments that are one-sided rather than those that offer multiple perspectives. A one-sided solution appears simpler and cleaner, and because it causes less cognitive strain, it’s more persuasive. As a result, leaders are easily swayed by a person who presents a simple argument compared to another who presents a more nuanced view. 

Useful Strategies

Groups can be smart or dumb. It’s easier now to see why groups end up with harmful outcomes in the age of social media where most, if not all, of the conditions get violated. Organizations can avoid some of these pitfalls and create a more innovative culture by implementing the right norms and incentives. Here are a few strategies to consider:

  • Hiring a diverse workforce is necessary but it’s not sufficient. Without implementing good systems where diverse viewpoints are included in decision making, one can’t reap the benefits of diversity. Despite the focus on DEI, inclusion from the perspective of innovation is still an issue among many companies. 
  • Creating the right norms for decision making are important when it comes to ensuring independent and unbiased thinking. The Build, Teardown and Rebuild (BTR) method is one such example that removes biases from decision making in groups and can be implemented relatively easily. 
  • Ensure that your incentives and metrics don’t create the wrong kind motivations when it comes to contributing to groups. Complex problem solving is an emergent property when groups follow certain conditions. It requires individuals to behave in prosocial ways that are often at odds with incentives which encourage individual performance at the expense of group benefit. 

Complex and creative problem solving is a highly social problem. What gets created in any company – code or product or service – is heavily dependent on the people that come together to solve the problem. In such an environment, social engineering is as important (if not more) because how intelligent a group behaves depends on how the group interacts and problem solves. Creating the right processes and incentives can improve a company’s innovation throughput and set them on a competitive path.

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Creativity Hack: Reframe A Challenge

Reframing a problem is an effective way to come up with new ways to solve the problem. However, many times people end up rewording the problem instead of reframing it in a broader context. At a cognitive level, reframing is related to abstract thinking which underlies creative and complex problem solving. Abstract thinking allows one to get to the essence of a problem. 

About The Hack 

To reframe, find the higher level of abstraction of a problem or an activity. A higher order abstraction typically fits the pattern “[description] by [activity]” while a lower level of abstraction fits the pattern “[activity] by [description]”. For instance, if the activity is ‘reading a book’, a high-level description could be ‘relaxing’ (“I [relax] by [reading a book]”) while a low-level description could be ‘flipping pages’ (“I [read a book] by [flipping pages]”).

As a real word example, what if your challenge was to improve the coffee experience? Without trying to reframe the problem one might be tempted to focus on the quality of the coffee beans or new blends that might appeal better to customers. And in fact, this was the direction Starbucks was taking till Howard Schultz, who later became the CEO, went to Milan on a buying trip for the company. 

In Milan, Schultz got deeply inspired by the vibrant coffee culture. Espresso bars with trained baristas making cappuccino and other drinks from high quality arabica beans were everywhere. People met at these local espresso bars to connect with their friends or to discuss various issues. The social experience and the sense of community was so entwined with coffee as a drink. Schultz’s determination to bring that vibe and culture to the US led to the explosive growth of Starbucks. While Schlutz didn’t deliberately use reframing, the fortuitous trip became a catalyst for him to take the broader view and realize that people “socialize by drinking coffee”.  

While a higher level of abstraction can open up new avenues of thinking and more transformational ideas, lower levels of abstraction are also useful. They can help identify incremental improvements that might also be useful to implement.

Summary

Finally, here is a quick summary of the creativity hack and how to use it.

DescriptionReframing challenges can open up new possibilities and lead to more transformational ideas. Reframing isn’t about rearticulating the problem. Instead it involves moving to a higher (more general) level of abstraction. To reframe the problem, cast it in the form “[description] by [activity]”.
ExampleSuppose your challenge is to improve libraries and encourage people to read more. A higher level of abstraction could be “I get intellectual stimulation by reading ”. By focusing on intellectual stimulation, you might get a different set of ideas — book clubs, puzzle nights — which can be used to attract more people to the library.
Tips – A higher level abstraction corresponds to “why” while a lower level abstraction corresponds to “how”
– A common mistake is to change the goal and/or the subject while reframing. For example, deciding what product to build for the customer might start with what the customer is trying to achieve but end with “to make money for my company” which is an incorrect reframing.
ExtensionsThis technique can be used in reverse to find lower levels of abstraction, by casting it in the form “[activity] by [description]”. That typically leads to incremental or improvement ideas which are also beneficial.
Creativity Hack: Reframe A Challenge
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Creativity Hack: Build, Tear Down, Rebuild

When it comes to brainstorming, most groups fall prey to cognitive biases that reduce overall group creativity. People get so invested in their own ideas that they might overlook obvious downsides. Or they might get swayed by others’ opinions especially when the others have some kind of authority. Two common cognitive biases in group decision making are myside and one-sided thinking. Myside bias occurs because people are more inclined to reason in ways that support their opinion or idea while ignoring or minimizing contradictory viewpoints. One-sided thinking is our preference for arguments that are one-sided rather than those that offer multiple perspectives. 

It’s easy to see why these biases occur frequently and why they lead to flawed decisions. Due to myside bias, people tend to only offer arguments that support their idea in any discussion. Due to one-sided thinking bias, people are more easily swayed by a person who presents one-sided arguments than someone who presents a more nuanced view that considers multiple perspectives. A one-sided solution appears simpler and cleaner, and because it causes less cognitive strain, it becomes more persuasive. These biases are not correlated with measures of cognitive ability like IQ – intelligent people are just as prone to them as others. 

About The Build, Tear Down, Rebuild (BTR) Hack To Reduce Groupthink

A structured approach to brainstorming and group discussions can eliminate the effect of these biases. Using the Build, Tear down, Rebuild (BTR, pronounced better) technique described below, teams can arrive at more unbiased and intelligent decisions. Here is one way to run a BTR session:

  • Prior to the  group session, ask team members to send their ideas to you privately (nominal brainstorming), which helps build independence of thought.
  • At the start of the group meeting set expectations that the goal of the exercise is to make each idea the best version of itself. This shifts the tone in the group from competitive to collaborative. 
  • Take one idea at a time and have the group discuss the following aspects (use a whiteboard to capture all information in a table format). By asking the following questions, you first build up an idea (pros), then tear it down (cons) and then rebuild (mitigations) it again to arrive at a superior version of the initial idea. 
    • Pros: What are the advantages of this idea?
    • Cons: What are some drawbacks of the idea?
    • Mitigations: Are there some ways to mitigate the cons by changing something about the idea? 
  • After all ideas have been thoroughly discussed, have the group look at all ideas together to see if different ideas can be combined to give a better solution overall. This step tends to happen organically as the discussion progresses, so leaders may not need to ask explicitly.
  • After the meeting, send the information captured to meeting attendees and ask them to reflect some more. This step gives an additional incubation time for new insights to emerge. 

The building up phase (finding pros) helps to expand the potential of the idea. The original proposer may have missed some aspects that others identify. The tear down phase (identifying cons) helps identify current limitations or boundaries where the idea will work and not work, and starts to shrink the potential of the idea. Finally, the third phase (finding mitigations) tweaks the idea so that some of the limitations are overcome. It re-expands the idea and places it in a more realistic zone.

Summary

Finally, here is a quick summary of the creativity hack and how to use it.

DescriptionDuring brainstorming, ensure that all ideas are thoroughly discussed to avoid any biases. For each idea, first identify the pros of the idea, then follow up with current cons and finally ask the group to think of ways to mitigate the cons. This allows any idea to arrive at its best, yet practical, version.
ExampleHere is a simple example (from an elementary aged student) whose idea was to improve a toothbrush by adding a 2-minute song as a timer. The obvious advantage is that it helps kids keep track of the right amount of time to brush their teeth. One con is that listening to the same song every time could become boring quickly. So a mitigation could be to have multiple songs that rotate at random. Another solution is to have the songs in a different language so kids can learn a new language at the same time.
Tips – To increase idea output, ask team members to think of their ideas beforehand. 
– To further reduce groupthink, collect all the ideas before the start of the meeting and discuss each idea anonymously (without sharing who suggested the idea)
ExtensionsThis technique can be used not just in brainstorming but also in any kind of group decision making, where there are several possible solutions each with their own advantages, disadvantages and constraints.
Creativity Hack: Build, Tear down, Rebuild
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How Gender Bias Limits Innovation In Companies

One of the most touted reasons for increasing diversity in organizations is the benefit it brings to innovation. Diverse teams bring different perspectives and ideas, leading to more novel solutions. But are diverse teams really that innovative in practice?

We recently conducted a study to evaluate the impact of gender bias on innovative work in the technology industry. Creating a culture of innovation, which can give companies a sustainable competitive advantage, is a key priority for technology companies. Companies, therefore, invest heavily in DEI efforts in order to create healthy and diverse workforces. 

However, our study showed that current DEI efforts are falling short from the perspective of innovation. Women, especially those working in technical roles, have to work hard to drive their ideas within their teams, and those ideas are often minimized or dismissed. This is especially important for senior women. Leaders are associated with bold, innovative ideas but when women’s ideas are ignored they can’t create impact and their potential to progress to leadership roles is reduced. 

The impact of gender bias isn’t limited to just women, organizations pay a high cost — Gender Innovation Tax — in terms of lost revenue and increased overheads as well. Organizations grossly underestimate this cost, in part because they don’t track these issues. 

We interviewed women working in the technology industry to understand the challenges they face. We identified four cognitive and psychological mechanisms at play:

  • Evaluation Apprehension: Women face a higher anxiety for how their ideas will be perceived and as a result, they hold back from contributing to the group. Current DEI efforts have raised awareness of mechanisms, like getting interrupted, that prevent women from sharing their ideas. Unfortunately, they don’t address strategies that go beyond simply getting a chance to speak. Once women are able to speak, they may still choose to hold back if they fear looking naive or incompetent. Leaders need to be aware of this and find ways to lower evaluation apprehension. 
  • Groupthink is the tendency of groups to get swayed by a few voices and reach faulty decisions by not considering all alternatives thoroughly. Women often find that their ideas don’t get the same level of discussion as men’s even when they bring additional data or research to back up their ideas. As a result, less optimal decisions get implemented. 
  • Cognitive dissonance is the state of having inconsistent thoughts due to ingrained beliefs on one hand, and evidence on the other. For example, a belief that women are not as technically competent as men can clash with seeing high quality work from women leading to cognitive dissonance. In such situations, people might downplay women’s work, attribute their performance to luck, and attribute promotions to affirmative action and not to personal ability.  
  • Tokenism refers to the negative experiences a minority group faces as a result of being in a majority group. It also refers to the hiring or promotion of minority candidates as a signal that the group does not discriminate against them. It unfortunately creates a perception that the minority candidate is not actually deserving of that role. Women tend to face snide comments like “You had the perfect minority card to get the promotion” or “If I was a woman, I would have become a Partner”.

We then identified several leadership strategies that can mitigate the impact of these mechanisms. One key takeaway is to create structured norms around how ideas are discussed and debated, and the BTR technique (in the Appendix section of the report) outlines how leaders can run a group brainstorming session. Most of the strategies offered are gender agnostic — the idea is to remove biases in general from decision making so companies can become smarter and more efficient. 

To get the rest of the strategies download the full report here. 

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How Gender Stereotypes Hurt Creativity

While working with students, I often encounter children who struggle to think beyond gender-stereotypical ideas during brainstorming. When deciding on a novel idea for a project, many boys will want to make an app but can’t come up with a novel idea for the app. They get so hung up on using technology to look cool, that they lose sight of the challenge itself and end up with sub-par ideas (an example is an “app that does all the homework” is way too common to hear).  The same problem happens, in equal measure, with girls too. Girls often pick ideas to highlight their nurturing or relationship-building aspects, and leave the better ones aside. 

Multiple research studies have tried to evaluate whether any particular gender has an advantage when it comes to creative thinking, and the meta results have been inconclusive. Some studies found that girls performed better on divergent thinking while others found boys to be better, or found no differences. It’s now well accepted in the research community that no one gender is better than the other when it comes to creative thinking. In other words, from a purely biological perspective both boys and girls are equally capable of coming up with novel and useful ideas. 

However, the problem starts when gender stereotypes start sneaking in and limiting the ways people think, which can happen at a very early age. Psychologist Sandra Bem who developed the Gender Schema Theory, argued that society does not encourage the development of both masculine and feminine traits in the same person. From a very young age, children develop theories of what it means to belong to a specific gender, and use that to categorize information, problem solve and regulate behavior. As a result, they are left with fewer tools and strategies to use for navigating situations in life. 

On the other hand, children who grow up to be more gender-aschematic and identify with both  masculine and feminine characteristics, show a range of beneficial outcomes. They think and act in more inclusive ways, have higher self esteem and are better communicators. This psychological androgyny (which has nothing to do with physical sexual orientation) is also important from a creativity perspective.

In one study, researchers evaluated several creativity measures for different gender role classifications: androgynous (high masculinity and high femininity); stereotypic (characteristics in line with one’s traditional gender role); undifferentiated (low masculinity and low femininity); retrotypic (characteristics opposite of one’s traditional gender role); and midmost (middle range for both masculinity and femininity). They found that the androgynous group was the most creative of all, closely followed by the retrotypic group while the stereotypic group was the least creative of all. One possible explanation for these results is that both the androgynous and the retrotypic groups are able to overcome gender boundaries and this expanded cognitive flexibility gives them access to additional ideas and perspectives. As the researchers note,  “Possibly the contrast between biological gender with a traditional role-assignment and psychological orientation with an untraditional role-assignment (i.e. a feminine man or a masculine woman) was sufficient to induce conditions facilitatory to the release of creativity. It is arguable whether or not retrotypic men and women possess similar penchants to their androgynic counterparts to cross the boundaries of traditional gender-roles thereby accumulating experiential material with elevated flexibility and creativity as a consequence.”

Encouraging more androgynous behaviours is not just benefical socially, it is also a sign of higher creativity and intelligence. So how can one build these skills from an early age? Here are three strategies that can foster psychological androgyny:

Independent Thinking: There is an inherent safety in sticking to socially acceptable and stereotypical ideas. One of the most important things educators and parents can do is to build independent thinking in their students. By proposing ideas that are different from their peers, students start to build confidence in their own ability to think critically and creativity. This same confidence then helps them jump across gender boundaries at a later point. 
Encourage Perspective Taking: When a child suggests an idea or a solution, have them explore the idea from multiple different perspectives. How would this idea be received by the opposite gender or more broadly by other groups? Would this be as useful for them as for you? Why or why not? By approaching an idea from different perspectives, you not only improve cognitive flexibility but also shift focus on broader values that affect everyone. 
Appreciate Gender-boundary Crossing: Parents and educators should pay attention when a child engages in activity typically associated with the opposite gender, like a boy wanting to bake cookies or a girl interested in climbing trees. These moments reflect a child’s confidence in going beyond gender stereotypes and when appreciated it motivates them to continue down this path. 

People who are able to transcend gender boundaries don’t feel boxed in by cultural and social constraints. They are able to find more inclusive as well as more creative solutions. By encouraging skills like independent thinking and perspective taking from an early age, educators can help students become more creative, more confident and more inclusive. 

This article first appeared on edCircuit.