CIO magazine recently interviewed Maurice Schweitzer, a professor specializing in behavioral research at Wharton School at the University of Pennsylvania. It was a fascinating piece, debunking the assumption that the more time and effort we put into a project, the better the outcome will be. In the interview, Dr. Schweitzer uses the example of a beer commercial where the brewer proudly talks about the beer's slow brewing process. Schweitzer states, "I'm not drinking a beer because of how long it was in a vat. I drink it because of how it tastes."1

We have long associated the input of quantity (length of time to perform a task, make a product, etc.) with the output of quality (how well it performs or is perceived). Dr. Schweitzer calls this "input bias" - we are hardwired to automatically associate input quantity with output quality.

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