people always want to have plotitudes. it's more complicated than that. you're referring to a story that i tell called the bakeoff. and they were trying to come up with the best cookie. but the hinthing is when you lo at the teams that were not successful, most didn't have the tools for collaborating in a really effective way. and one of the things i teach in my class is all the tools you have at your disposal. if you're running a team, if you're a member of the team, if you're managing a team, if you're hiring a team, to really put together a group of people that will really work together in a very effective way. for example, how do you effectively brainstorm? brainstorming is very complicated and there's a lot of controversy about this recently. and people say brainstorming doesn't work and that's ridiculous. brainstorming is amazing. but it is a skill. it's like playing chess. if i gave you the rules for chess, would it that make you a chess player? no. but you would have to study and practice. there's knowledge and skills and motivation to make it wor