If/Then is a new podcast from the Stanford Graduate School of Business that we think will be of great interest to Grit & Growth listeners. This episode features Stanford GSB Professor Jonathan Levav analyzing the premise, “If we want to generate better ideas, then we need to get people back to the office.”

To Zoom or not to Zoom? That is the question on many leaders’ minds, nearly four years after the COVID-19 pandemic emptied offices around the world. While remote work has become the new normal, Jonathan Levav, Professor of Marketing at Stanford GSB, believes video conferencing is no substitute for face-to-face communication — especially where creativity is concerned. When it comes to the spontaneous and collaborative nature of coming up with new ideas, Levav says, “Screens are just too constraining.”

Levav’s insights come from a research study where pairs were asked to devise alternative uses for everyday items. “Pairs that worked face-to-face generated 15 to 20 percent more ideas than pairs that worked on Zoom,” he notes. What’s more, in-person brainstorming helped people consider a wider and more diverse range of possibilities. “Working on Zoom was a double penalty,” Levav says. “Fewer ideas — and a narrower set of ideas.”

Hear about Levav’s insights and research on remote work and how to keep your creative edge in our post-pandemic world.

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