ABSTRACT
This chapter discusses the role that constructive conflict and stretching for good ideas play in creativity. It discusses the key skills associated with pushing the frontiers in creativity means. Teams with a high score on harmonic social contacts are rarely able to produce great outcomes. Several forces within groups act against shared creativity: Social loafing, Negative norms, Groupthink, Conformity pressures, Minority influence, Choice shift. A well-documented group effect is social loafing. Social norms are cultural products like values, customs, and traditions, representing individuals’ basic knowledge of what others do and think and what they should do. Groupthink emerges when there is a strong external pressure to succeed, but a climate within the group does not allow for challenge or questioning.
