Brainstorming for questions rather than answers makes it easier to push past cognitive biases and venture into uncharted territory. We’ve seen this dynamic in academic studies—in social psychologist Adam Galinsky’s research on the power of reframing during times of transition, for instance.

This is a great case study that underlines the complexity of bringing game changing products to market. It helps to provide an understanding of just how much more is needed that a simple five step process of idea generation.