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environment that people would hate

that. But it turns out they prefer having

nooks and crannies they can hide away

in and just be away from everybody.”

Something similar happened at Reebok

International when, in 2000, the

company consolidated 1,250 employees

in their new headquarters in Canton,

Massachusetts. The managers assumed

that their shoe designers would want

office space with plenty of access to

each other so they could brainstorm (an

idea they probably picked up when

they were getting their MBAs). Luckily,

they consulted first with the shoe designers

themselves, who told them that

actually what they needed was peace

and quiet so they could concentrate.

This would not have come as news to

Jason Fried, cofounder of the web application

company 37signals. For ten

years, beginning in 2000, Fried asked

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