Pioneering development teams behind innovative products like the Dyson Supersonic hair dryer and SpaceX’s reusable Falcon 9 rocket rely on complex interdisciplinary collaboration among engineers, designers, and project managers. Karthik Ramachandran, Dunn Family Professor of Operations Management, knows that breakthrough products often don’t emerge from the solitary efforts of a lone genius.  

In a new research article, “Help or Hindrance? The Role of Familiarity in Product Development Teams,” Ramachandran and his co-authors Necati Tereyagoglu and Murat Unal, show the crucial role familiarity plays in team dynamics.

“Every creative organization deals with a fundamental tension,” Ramachandran said. “People love working with teammates they know well, but innovation often depends on fresh perspectives.”

There is a lot to be said about familiarity. Famously, it breeds contempt. Previous studies have shown that repeat collaboration helps teams execute smoothly. But smooth operations don’t always translate to commercial success. Ramachandran’s research shows that it can breed a different kind of trouble — an environment free from friction, debate, and novelty. Those conditions may be comfortable, but they don’t help creativity thrive. Video game development, it turns out, provides the perfect setting for productive tension.

“Video games require both bold creative ideas and flawless execution,” Ramachandran shared. “They blend art, engineering, storytelling, and software into a single product. We were curious about how familiarity impacts team dynamics within this industry. When does it help and when does it quietly get in the way?”

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