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5min chapter
Why working at a large organisation will kill your creativity
Nudge
The Conformity Bias
Ayalet Fishback is a psychologist and author of the best-selling book, Get It Done. She explains how conformity bias can lead us to do something because others have done it before. For example, when we see other people using shopping trolleys, we assume they know more than us on the subject so we follow them. We are conforming to the group because we assume the group knows something that we don't. In 2011, Bethany Lufehr College run their own version of Ash's experiment by standing in an elevator instead of guessing the length of the line. Every passenger after him was a paid actor, but he didn't know that. And these actors did
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