The IDEO Deep Dive video that we watched today in class showed how a real company uses brainstorming to come up with ideas for products. One of the things that helps them come up with so many useful and innovative ideas is how eclectic their group of employees is. There are people from all kinds of different backgrounds who all come up with very different kinds of ideas because they think in different ways. Another element that helps this company brainstorm so well is that there is no corporate hierarchy. Everybody is essentially on the same level and all of their input is of equal importance. This also means that although there is technically a boss, it is not a bad thing to disagree or come up with different ideas than him or her. During the Deep Dive (total emersion in problem) criticism of ideas is not allowed because sometimes its the craziest ideas that provide a place to build from and can spawn new ideas. As the ideas materialize, they are posted on the walls so that the other team members can look at them and vote for the ideas that they think are the best.
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