Turning off the camera when trying to hash out new ideas might help
For many of us, the COVID-19 pandemic has meant no more commutes, no more showering, no more putting on pants—just virtual meeting after virtual meeting. Some research shows this adjustment might not impact workplace productivity to any great degree. A new study, though, suggests otherwise.
Among the groups, virtual pairs came up with significantly fewer ideas, suggesting that something about face-to-face interaction generates a prolific creative spark. Yet the virtual pairs scored better when selecting their highest-quality concept. “We ran this experiment based on feedback from companies that it was harder to innovate with remote workers, and I’ll admit I was skeptical,” says Melanie Brucks, lead author of the new paper and an assistant professor of marketing at Columbia Business School.
“This study does a very nice job of highlighting the importance of attention in the process of creativity,” comments Georgetown neuroscientist Adam Green, who specializes in creativity research, but who was not involved in the new research. “A fundamental element of the process of generating creative ideas is that you have to point your attention inward.
Brucks adds that one solution to improving virtual idea generation might be to simply turn off our camera. She notes anecdotally that her students felt “freer” and more creative when asked to do so. “They were untethered to their screens while generating ideas,” Brucks recalls.
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