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cups of creativity

There’s a reason your local coffee shop is buzzing with patrons at their laptops, typing out the next Great American Novel or innovative business idea. A study led by Ravi Mehta, assistant professor at the University of Illinois at Urbana-Champaign, shows that high levels of ambient noise were found to stifle creativity, but moderate noise (around 70 decibels), not peace and quiet, increased participants’ creative performance.

“When the mind is [slightly] distracted, it thinks at a broader, more abstract level,” Mehta says, and creative juices begin to flow.


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