Professor Alison Wood Brooks

And it appears to be linked.

What I mean by a bad switcher is the group will be talking about... I see.

Yeah, or something completely unrelated.

Yeah.

As if they just needed to say something.

And it just veers the group off the subject.

So the group are talking about, let's just say we're talking about a campaign we're doing for Starbucks.

And we're saying, do you think we should do an event in Manhattan?

And because it almost seems like they can't not talk, they'll say no.

I went on holiday to Manhattan once and it was voted in the top 15 on the Forbes list of best places to go.

And you just go and you just look and go, well, that's not one.

Yeah.

And the collective are trying to go in one direction.

I actually think about this a lot in the context of podcasting.

I would hate to have a co-host.

It would be so hard because in my mind, there's a particular direction I'm going in.

And if they weren't aligned with the direction I'm going in, it's rough.

I mean, you see it sometimes on podcasts with a co-host where they're going in a direction talking about immigration.

They go to a different direction.

And you're like, oh my gosh.