Just add water? The fascinating prospect of “instant intimacy.”

Rita McGrath
6 min readMay 7, 2024

For humans to create high-performing teams, traditional assumptions are that it takes a long time and goes through a predictable process (forming, storming, norming and performing). But in many of today’s most vital activities, time is short, norms need to be created instantly and people working together may not spend much time In Real Life.

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Rita McGrath

Columbia Business School Professor. Thinkers50 top 10 & #1 in strategy. Bestselling author of The End of Competitive Advantage & Seeing Around Corners.