Of course meeting in person builds more trust than video-chats
I disagree with this statement. Every study I’ve seen trying to examine the difference between “in person” and “virtual” has been poorly designed or resulted in inconclusive results. Retrospective studies on team dynamics often fail to account for spaces critical to trust-building such as water-cooler talk and outside of work events, and fail to replicate virtual versions of predominantly in-person activities. Studies which use naive individuals and compare person to person interaction as compared to virtual are either inconclusive because they involve tasks in which trust is built in the concept of a game and how personal someone is does not matter as much as the task at hand, or do a poor job of measuring trust and are actually measuring other aspects of interpersonal relationships.
And discussions on a real whiteboard can be much more productive than on a video call, depending on the topic.
I primarily see this as a failure of digital technologies and adoption. There are wonderful digital whiteboarding apps, but they are not included in the most prominent digital meeting technologies yet and free products tend to have a poor user experience. There’s also an issue of how you are measuring “productive”. Scientific measurements on productivity show that whiteboarding and brainstorming are often not actually productive when you evaluate based on the quality of the end product, despite being perceived as productive. If you’re measuring how people who worked on the product feel about the direction and the end result, however, there’s a bit to unpack about teamwork and managing emotions.
But the particular argument this article lays out just makes no sense.
I think the point of the article is to show that the CEOs empty words are empty and to provide a framework for which one can critically examine them. You’re probably overthinking the difference in meeting modality, which is a much more complicated question - in fact, I would argue that a lot of commonly bandied insights about business are based on fluff or nothing at all, but rather “gut feeling” as the article so aptly puts it.