The Rise of the New Groupthink and the Power of Working Alone

March 5, 1975. A cold and drizzly evening in Menlo Park, California. Thirty unprepossessing-looking engineers gather in the garage of an unemployed colleague named Gordon French.

They call themselves the Homebrew Computer Club, and this is their first meeting. Their mission: to make computers accessible to regular people—no small task at a time when most computers are temperamental SUV-sized machines that only universities and corporations can afford. The garage is drafty, but the engineers leave the doors open to the damp night air so people can wander inside. In walks an uncertain young man of twenty-four, a calculator designer for Hewlett-Packard. Serious and bespectacled, he has shoulder-length hair and a brown beard.

He takes a chair and listens quietly as the others marvel over a new build-it-yourself computer called the Altair 8800, which recently made the cover of Popular Electronics. The Altair isn’t a true personal computer; it’s hard to use, and appeals only to the type of person who shows up at a garage on a rainy Wednesday night to talk about microchips. But it’s an important first step.

The young man, whose name is Stephen Wozniak, is thrilled to hear of the Altair. He’s been obsessed with electronics since the age of three. When he was eleven he came across a magazine article about the first computer, the ENIAC, or Electronic Numerical Integrator and Computer, and ever since, his dream has been to build a machine so small and easy to use that you could keep it at home. And now, inside this garage, here is news that The Dream—he thinks of it with capital letters—might one day materialize.

As he’ll later recall in his memoir, iWoz, where most of this story appears, Wozniak is also excited to be surrounded by kindred spirits. To the Homebrew crowd, computers are a tool for social justice, and he feels the same way. Not that he talks to anyone at this first meeting—he’s way too shy for that. But that night he goes home and sketches his first design for a personal computer, with a keyboard and a screen just like the kind we use today. Three months later he builds a prototype of that machine. And ten months after that, he and Steve Jobs cofound Apple Computer.

Today Steve Wozniak is a revered figure in Silicon Valley—there’s a street in San Jose, California, named Woz’s Way—and is sometimes called the nerd soul of Apple. He has learned over time to open up and speak publicly, even appearing as a contestant on Dancing with the Stars, where he displayed an endearing mixture of stiffness and good cheer. I once saw Wozniak speak at a bookstore in New York City. A standing-room-only crowd showed up bearing their 1970s Apple operating manuals, in honor of all that he had done for them.

But the credit is not Wozniak’s alone; it also belongs to Homebrew. Wozniak identifies that first meeting as the beginning of the computer revolution and one of the most important nights of his life. So if you wanted to replicate the conditions that made Woz so productive, you might point to Homebrew, with its collection of like-minded souls. You might decide that Wozniak’s achievement was a shining example of the collaborative approach to creativity. You might conclude that people who hope to be innovative should work in highly social workplaces. And you might be wrong. Consider what Wozniak did right after the meeting in Menlo Park. Did he huddle with fellow club members to work on computer design? No. (Although he did keep attending the meetings, every other Wednesday.)

Did he seek out a big, open office space full of cheerful pandemonium in which ideas would cross- pollinate? No. When you read his account of his work process on that first PC, the most striking thing is that he was always by himself. Wozniak did most of the work inside his cubicle at Hewlett-Packard. He’d arrive around 6:30 a.m. and, alone in the early morning, read engineering magazines, study chip manuals, and prepare designs in his head. After work, he’d go home, make a quick spaghetti or TV dinner, then drive back to the office and work late into the night. He describes this period of quiet midnights and solitary sunrises as “the biggest high ever.” His efforts paid off on the night of June 29, 1975, at around 10:00 p.m., when Woz finished building a prototype of his machine. He hit a few keys on the keyboard—and letters appeared on the screen in front of him. It was the sort of breakthrough moment that most of us can only dream of. And he was alone when it happened.

Intentionally so. In his memoir, he offers this advice to kids who aspire to great creativity:

Most inventors and engineers I’ve met are like me—they’re shy and they live in their heads. They’re almost like artists. In fact, the very best of them are artists. And artists work best alone where they can control an invention’s design without a lot of other people designing it for marketing or some other committee. I don’t believe anything really revolutionary has been invented by committee. If you’re that rare engineer who’s an inventor and also an artist, I’m going to give you some advice that might be hard to take. That advice is: Work alone. You’re going to be best able to design revolutionary products and features if you’re working on your own. Not on a committee. Not on a team.

***

If this is true—if solitude is an important key to creativity—then we might all want to develop a taste for it. We’d want to teach our kids to work independently. We’d want to give employees plenty of privacy and autonomy. Yet increasingly we do just the opposite. We like to believe that we live in a grand age of creative individualism. We look back at the midcentury era in which the Berkeley researchers conducted their creativity studies, and feel superior.

Unlike the starched-shirted conformists of the 1950s, we hang posters of Einstein on our walls, his tongue stuck out iconoclastically. We consume indie music and films, and generate our own online content. We “think different” (even if we got the idea from Apple Computer’s famous ad campaign).

But the way we organize many of our most important institutions— our schools and our workplaces—tells a very different story. It’s the story of a contemporary phenomenon that I call the New Groupthink—a phenomenon that has the potential to stifle productivity at work and to deprive schoolchildren of the skills they’ll need to achieve excellence in an increasingly competitive world. The New Groupthink elevates teamwork above all else. It insists that creativity and intellectual achievement come from a gregarious place. It has many powerful advocates.

“Innovation—the heart of the knowledge economy—is fundamentally social,” writes the prominent journalist Malcolm Gladwell. “None of us is as smart as all of us,” declares the organizational consultant Warren Bennis, in his book Organizing Genius, whose opening chapter heralds the rise of the “Great Group” and “The End of the Great Man.” “Many jobs that we regard as the province of a single mind actually require a crowd,” muses Clay Shirky inhis influential book Here Comes Everybody. Even “Michelangelo had assistants paint part of the Sistine Chapel ceiling.” (Never mind that the assistants were likely interchangeable, while Michelangelo was not.)

The New Groupthink is embraced by many corporations, which increasingly organize workforces into teams, a practice that gained popularity in the early 1990s. By 2000 an estimated half of all U.S. organizations used teams, and today virtually all of them do, according to the management professor Frederick Morgeson. A recent survey found that 91 percent of high-level managers believe that teams are the key to success. The consultant Stephen Harvill told me that of the thirty major organizations he worked with in 2010, including J.C. Penney, Wells Fargo, Dell Computers, and Prudential, he couldn’t think of a single one that didn’t use teams.

Some of these teams are virtual, working together from remote locations, but others demand a tremendous amount of face- to- face interaction, in the form of team- building exercises and retreats, shared online calendars that announce employees’ availability for meetings, and physical workplaces that afford little privacy. Today’s employees inhabit open office plans, in which no one has a room of his or her own, the only walls are the ones holding up the building, and senior executives operate from the center of the boundary- less fl oor along with everyone else. In fact, over 70 percent of today’s employees work in an open plan; companies using them include Procter & Gamble, Ernst & Young, GlaxoSmithKline, Alcoa, and H.J. Heinz.

The amount of space per employee shrank from 500 square feet in the 1970s to 200 square feet in 2010, according to Peter Miscovich, a managing director at the real estate brokerage firm Jones Lang LaSalle. “There has been a shift from ‘I’ to ‘we’ work,” Steelcase CEO James Hackett told Fast Company magazine in 2005. “Employees used to work alone in ‘I’ settings. Today, working in teams and groups is highly valued. We are designing products to facilitate that.” Rival office manufacturer Herman Miller, Inc., has not only introduced new furniture designed to accommodate “the move toward collaboration and teaming in the workplace” but also moved its own top executives from private offices to an open space. In 2006, the Ross School of Business at the University of Michigan demolished a classroom building in part because it wasn’t set up for maximum group interaction.

***

The way forward, I’m suggesting, is not to stop collaborating face-to-face, but to refine the way we do it. For one thing, we should actively seek out symbiotic introvert-extrovert relationships, in which leadership and other tasks are divided according to people’s natural strengths and temperaments. The most effective teams are composed of a healthy mix of introverts and extroverts, studies show, and so are many leadership structures.

We need to create settings in which people are free to circulate in a shifting kaleidoscope of interactions, and to disappear into their private workspaces when they want to focus or simply be alone. Our schools should teach children the skills to work with others—cooperative learning can be effective when practiced well and in moderation—but also the time and training they need to deliberately practice on their own.

Steve Wozniak, sometimes called the nerd soul of Apple (Getty Images). 

It’s also vital to recognize that many people—especially introverts like Steve Wozniak—need extra quiet and privacy in order to do their best work. Some companies are starting to understand the value of silence and solitude, and are creating “flexible” open plans that offer a mix of solo workspaces, quiet zones, casual meeting areas, cafés, reading rooms, computer hubs, and even “streets” where people can chat casually with each other without interrupting others’ workflow. At Pixar Animation Studios, the sixteen-acre campus is built around a football- field-sized atrium housing mailboxes, a cafeteria, and even bathrooms.

The idea is to encourage as many casual, chance encounters as possible. At the same time, employees are encouraged to make their individual offi ces, cubicles, desks, and work areas their own and to decorate them as they wish. Similarly, at Microsoft, many employees enjoy their own private offi ces, yet they come with sliding doors, movable walls, and other features that allow occupants to decide when they want to collaborate and when they need private time to think. These kinds of diverse workspaces benefit introverts as well as extroverts, the systems design researcher Matt Davis told me, because they offer more spaces to retreat to than traditional open-plan offices.

I suspect that Wozniak himself would approve of these developments. Before he created the Apple PC, Woz designed calculators at Hewlett-Packard, a job he loved in part because HP made it so easy to chat with others. Every day at 10:00 a.m. and 2:00 p.m. management wheeled in donuts and coffee, and people would socialize and swap ideas. What set these interactions apart was how low- key and relaxed they were. In iWoz, he recalls HP as a meritocracy where it didn’t matter what you looked like, where there was no premium on playing social games, and where no one pushed him from his beloved engineering work into management. That was what collaboration meant for Woz: the ability to share a donut and a brainwave with his laid- back, nonjudgmental, poorly dressed colleagues—who minded not a whit when he disappeared into his cubicle to get the real work done.

SUSAN CAIN is the co-founder of Quiet Revolution LLC, a company dedicated to unlocking the power of introverts for the benefit of us all. Quiet Revolution has now launched! Susan is the author of the award-winning New York Times bestseller QUIET: The Power of Introverts in A World That Can’t Stop Talking, and her record-smashing TED talk has been viewed over 10 million times. Sign up here to receive updates about the Quiet Revolution. Follow Susan here by clicking the yellow FOLLOW button, on Twitter @susancain, and on Facebook.

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