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"Building 20 and brainstorming came into being at almost exactly the same time. In the sixty years since then, if the studies are right, brainstorming has achieved nothing-or, at least, less than would have been achieved by six decades' worth of brainstormers working quietly on their own. Building 20, though, ranks as one of the most creative environments of all time, a space with an almost uncanny ability to extract the best from people. Among M.I.T. people, it was referred to as "the magical incubator." "

Stigler and Posankony model of change with diagram ---- "once awareness that a system is broken begins to emerge, some people need to keep the current system running and shepherd it down gently while others incubate and experiment with new ideas. The old system can serve as an umbrella for the new, protecting experimental approaches as they emerge and as many of them fail to achieve their intended results - or even achieve worse results than do the approaches that they aim to replace."