Firstly, the fantastic enthusiasm and drive this process creates within the
participants.
Secondly, the thoroughness of the process. In general people are creative and
can produce 12 new concepts per hour, flawlessly. Yet the postponing of both
the brainstorming session as well as the giving of your opinion, together with
the will not only to understand the resistance of the customer but also to gain a
deeper insight into new markets, were extremely useful. I am convinced that it
led to improved and achievable concepts without affecting the ambition or the
drive of the team.
Thirdly, the necessity of a strong project management team, as during the
process you experience every emotion from euphoria to the deepest depression
and then back again.
Finally, the necessity of an extended team, which includes the board of directors,
even if only for support during the journey