The Common Knowledge Trap: Why More Brains Don’t Always Mean Better Decisions
- Tim Thürnau
- Oct 29, 2024
- 4 min read
Hello friend,
You know the old saying, “Two heads are better than one”? Well, it turns out that might not be as true as we’ve been led to believe. Enter the Common Knowledge Effect, a sneaky little psychological phenomenon that explains why groups—despite bringing more people into the room—often end up making decisions that are no better (and sometimes worse) than what one person might have decided on their own.
Let’s dive into why this happens and how you can avoid falling into the trap of groupthink.
The Common Knowledge Effect: Strength in Numbers? Not So Much
Here’s the theory: When we make decisions in groups, we should get the best outcome because we’re pulling together diverse perspectives and ideas. In theory, this sounds great. But in reality? Groups tend to make decisions based on what everyone already knows. It’s called the Common Knowledge Effect, and it’s a bit of a buzzkill for that whole “teamwork makes the dream work” vibe.
Here’s how it works: when a group comes together, they tend to focus on the information that’s already known to everyone. You know, the stuff that’s easy to agree on because it’s common ground. Meanwhile, any unique or individual insights that someone brings to the table often get ignored or sidelined because they’re not part of the collective consensus. The result? The group ends up making decisions based on shared knowledge—often ignoring potentially game-changing new information.
Why It Matters: Diversity in Teams Doesn't Automatically Make Them Better
Wait, what? Isn’t diversity supposed to improve outcomes? Yes, but here’s the kicker: diversity only works if the group actually leverages the unique perspectives of its members. The problem is that when the Common Knowledge Effect kicks in, groups rely on what’s familiar to everyone, rather than drawing on the diverse experiences and knowledge within the group. It’s like having a buffet full of amazing food, but everyone only eats the breadsticks.
In practice, this means that even in a diverse group, the decisions often reflect what everyone already agrees on—rather than incorporating those unique, valuable insights that could lead to better outcomes. So much for “more brains equal better decisions,” right?
So Why Does This Happen?
There’s a comfort in common ground. As humans, we’re hardwired to seek agreement because it feels good. No one wants to be the odd one out or the person bringing up something that feels controversial or unproven. So, instead of highlighting differences in opinion or perspective, people stick to what’s safe—the stuff everyone already knows and agrees on.
The result? Group discussions often fall into this trap of sticking to the lowest common denominator, rather than reaching for something new and innovative.
Overcoming the Common Knowledge Effect
But wait! All is not lost. If you’re leading a team or part of a group, there are ways to sidestep the Common Knowledge Effect and make sure your group taps into those diverse perspectives:
Encourage Unique Contributions: At the start of discussions, ask each member to bring in one piece of information or insight they believe is unique to them. This gets everyone thinking about what only they can contribute and reduces the focus on just common knowledge.
Assign a Devil’s Advocate: One person’s job is to challenge the group’s thinking and bring up less obvious perspectives. This role encourages debate and highlights information that might otherwise get ignored.
Rotate Leadership: Often, group decisions are dominated by whoever holds the most authority. Rotate who leads the conversation, giving everyone a chance to guide the discussion from their own unique perspective.
Separate Idea Generation from Decision Making: Get everyone to submit ideas or information anonymously first, then discuss. This reduces the fear of speaking up with a different viewpoint and allows all perspectives to be considered equally.
How to Wing It
In your next team meeting, try encouraging one unique contribution from each member that no one else knows. Watch how the conversation changes when everyone brings something fresh to the table.
Final Thoughts
The Common Knowledge Effect is proof that more heads don’t always make for better decisions. But by understanding how it works, we can make a conscious effort to unlock the true potential of group decision-making. So, next time you’re in a group, don’t settle for breadsticks—go for the whole buffet.
Bridging Worlds
If you want to see me wing it, I do a podcast with cool people. You should subscribe on Spotify, Apple Podcasts or YouTube.
This week on Bridging Worlds, I had an enlightening conversation with Nike Menzel, an entrepreneur and wellness coach who has built her career by following her instincts and staying true to her personal mission. Nike’s journey from her early days in teaching to launching a multifaceted coaching business highlights what it means to pursue not only a profession but a purpose—focusing on personal growth, self-love, and a deep commitment to authenticity.
One of the standout moments? “True freedom comes when you create a life that aligns with your inner values, even if it means carving your own path outside the norm.”
In this episode, Nike shares her experiences in the wellness industry, her personal battles with self-doubt, and the courage it takes to build a life that’s grounded in both integrity and passion. We explore the significance of listening to your own voice, setting clear boundaries, and how embracing vulnerability can be a powerful tool for growth.
On a personal note, I found Nike’s perspective incredibly inspiring. Her unwavering commitment to creating impact through authenticity and self-empowerment left me reflecting on the importance of staying true to one's values. Her story is a reminder that fulfilling success often comes when we dare to listen to ourselves and make decisions aligned with who we are at our core.
Whether you're on a personal development journey, building your own path, or simply seeking inspiration, this conversation will resonate with you and encourage you to embrace your unique journey.
Don’t miss this episode with Nike Menzel—tune in this Friday!
Keep winging it, and I’ll see you in the next one.
Big love,
Tim