From Strong to Weak and Everything In Between - Unveiling the Potential of All Tie Strengths in the Creativity Process

Abstract: The developed tie-gradient representing the tie-strength-continuum along which multiple relationship-clusters can be allotted through comparison, provides a more nuanced view on tie strength. During idea generation, weak(er) ties are predominantly consulted, which does not preclude the inclusion of other tie strengths. During idea evaluation, we discovered a tie-cascade indicating that within a pre-selected group of eligible feedback givers, the strongest tie is consulted first before one gradually moves down the tie-gradient if additional feedback is required.