How creative teams decide, and how those decisions go wrong.

115 creative professionals at IDEO and JWT each described a project that succeeded and one that failed. We transcribed what they said, coded it, and counted. Two views of the same interviews: the conditions each project ran under, and the thinking that showed up in the telling.

Conditions of Creative Collaboration

252 projects, 11 offices, six continents. Read each project's story. Filter by office, firm, and outcome.

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Patterns in Success and Failure

31 cognitive biases, counted across the same interviews. See which lean toward success, which toward failure, and when in a project they tend to appear.

Explore the patterns →

Research by Beth Altringer Eagle. An earlier version of this site (2021) was designed with Federica Fragapane and Alex Piacentini. About the study →