ABSTRACT
Creativity is mainly destruction: the breaking down of old insights, views, ideas or feelings in order to come up with something new. The build-up of the creative process in the brainstorming session can be divided into a divergent and convergent phase. The new product brainstorm is actually a journey within a journey. It is what the participants have been working towards: a short, intensive process of two days where the new product or service ideas are actually created and developed into product concepts. Communication also has another positive effect as without communication people quickly get the impression that they are running out of ideas and they stop devising new ones. The main purpose of the first day is to generate new ideas for the products, services or business models. The techniques for generating ideas, which are applied now, make use of the inspiration gathered during the Observe and Learn stage.
