We’ve all experienced two heads being better than one, and more being even better.
It’s now been scientifically proven that the we way we work together is more important than the sum of the individual intelligences of those taking part. Researchers into collective intelligence (‘CI’) at Carnegie Mellon University’s Tepper School of Business found that ‘group collaboration processes were about twice as important for predicting CI than individual skill’
Researchers at MIT Sloan also found that collective intelligence can be just (or almost) as effective remotely as face to face, provided the process is good and the team is right. As they put it ‘It’s not where we work that matters the most; it’s how the work is done and who is doing it’
(Although practising a bit of ‘HOWOH’ – hanging out with other humans – in person really is hard to beat, not just for outcomes but the sheer enjoyment of it)
Knowing that collective intelligence gets us deeper, further, faster is a key driver for what Lucid believes in and how we work – within our own team, with our clients, with our clients’ agencies, and with consumers.
People often tell us they come to us for our intelligence, but we think it’s better if we work together. Sure, we can take the load off clients and get stuff done without tons of their input, but we think the most successful projects involve everyone getting stuck in.
That way lies the gold.
Maddy is Director of Lucid. She has been described as a ‘maestra’ with groups of people and is appreciated for her passion and commitment as well as the clarity of her strategic thinking, insight and expression. Maddy began her career in advertising at Ogilvy and BBH and then worked at the Arts Council, English National Opera, AEA consulting and Stimulating World Research before setting up Lucid.