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Why groupthink doesn't work (for everyone)?

I have read two interesting articles about group thinking, brainstorming and other ways to improve ones creativity.
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Every contact between a service provider and a customer is about building on experience. Experience combines with different elements. Some of them are big and essential like meeting deadlines or having high quality products. Others - eg. sending a simple birthday card - just nice to have. But actually those little additions, which are beyond the customer’s standard expectations, are the ones that your customers are going to talk about among friends (the most often).
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