But how to measure all the informal communication that crops up when people are physically in the same place?

FORBES: Why We Need to Meet in Person

This communication is consistent with 21CFR10.85(k) and constitutes an informal communication that represents our best judgment at this time but does not constitute an advisory opinion, does not necessarily represent the formal position of the FDA, and does not bind or otherwise obligate or commit the agency to the views expressed.

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Pentland has also run studies that show how informal, serendipitous communication among call center workers increased productivity by 20%.

FORBES: Why We Need to Meet in Person