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  3. [A] If such a negative bias against creativity is present in times of uncertainty, it might explain why so many notable innovat

[A] If such a negative bias against creativity is present in times of uncertainty, it might explain why so many notable innovat

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问题     [A]  If such a negative bias against creativity is present in times of uncertainty, it might explain why so many notable innovations were initially rejected. The implications for today are particularly relevant, as few executives would claim that they’re not working in an uncertain industry. The same uncertainty that triggers the need for companies to innovate may also be triggering executives to be rejecting the discoveries that could help them gain a competitive advantage. The ideas that could keep company alive are being killed too quickly.
    [B]  Consider some well-known examples from history. Kodak’s research laboratory invented the first digital camera in 1975 but didn’t pursue it. Instead they paid virtually no attention as Sony developed a different prototype and stole the future of digital photography out from underneath them. Xerox developed the first personal computer, but didn’t invest enough in the technology and allowed Steve Jobs and Apple to snatch the opportunity away. The US Navy rejected 13 submissions from William S. Sims regarding an innovative new firing method. It wasn’t until Sims appealed to President Theodore Roosevelt that his improved method was recognized.
    [C]  In just a few years, the program has already produced huge gains for the company. In its first year alone, the Mutual Fun accounted for 50 percent of the company’s new business growth. More important than the immediate revenue, the idea market has created a culture where new ideas are recognized and developed throughout the entire company, a democratization of recognition.
    [D]  When most organizations try to increase their innovation efforts, they always seem to start from the same assumption: "we need more ideas." They’ll start talking about the need to "think outside the box" or "blue sky" thinking in order to find a few ideas that can turn into viable new products or systems. However, in most organizations, innovation isn’t hampered by a lack of ideas, but rather a lack of noticing the good ideas already there. It’s not an idea problem; it’s a recognition problem.
    [E]  In addition, it’s a system based on the assumption that everyone in the company already has great ideas and the market just makes them better at finding those ideas. It’s not an idea-solution; it’s a recognition-solution.
    [F]  One possible solution to this "idea killing" problem is to change the structure that ideas have to move through. Instead of using the traditional hierarchy to find and approve ideas, the approval process could be spread across the whole organization. That’s the approach Rhode Island-based Rite-Solutions has taken for almost a decade. Rite-Solutions has set up an "idea market" on their internal website where anyone can post an idea and list it as a "stock" on the market, called "Mutual Fun." Every employee is also given $10,000 in virtual currency to "invest" in ideas. In addition to the investment, employees also volunteer to work on project ideas they support. If an idea gathers enough support, the project is approved and everyone who supported it is given a share of the profits from the project.
    [G]  These aren’t just fun examples of smart people and established companies being hilariously wrong, they actually reflect a bias we all share—a bias against new and creative ideas when we’re faced with even small amounts of uncertainty. That’s the implications of a study published last year by a team of researchers led by Wharton’s Jennifer Mueller.
    【D1】→B→【D2】 →【D3】→【D4】→【D5】→E
【D1】
选项
答案D
解析 本题要选文章首段，段首含特指表达的均不能作为开篇段落，故可先排除A(首句含such a negative bias)、C(首句含the program)、F(首句含this “idea killing” problem)以及G(首句含These)。B、E位置已给出，剩下D，该段先指出多数组织在处理创新问题时的一般思路，接着以转折带出“创新问题其实是对好点子的识别问题”这一观点，起到引题作用，故D为首段。
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