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Should you back the lone genius or trust the wisdom of the crowd? 

IbyIMD+ Published 4 July 2022 in Magazine • 7 min read • Audio availableAudio available

An online strategy tournament sheds light on which direction to take if you want to gain a competitive edge. Mark Chussil, who created the ongoing experiment, explains his findings.


Should your company adopt a competitive strategy proposed by a passionate, unconventional, lonely genius? The lonely genius might blaze a trail to brilliant triumph. On the other hand, there might be a good reason why the genius is lonely. 

Or should your company trust the wisdom of crowds? Surely a strategy must be good if it attracts a whole crowd? It’s not groupthink, it’s consensus. Then again, the very fact that there’s a whole crowd suggests that your company won’t gain unique competitive advantage. 

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