There is a nice quote in Inspired about how a guy in a black polo neck shirt, tucked into his black chinos with a word 'imagine' stuck on his chest went around the room and asked the participants in an innovation workshop 'what's your fear?' - somebody replied - 'you'.
You can't force ideas out of a structured process real ideas hardly come out of those highly structured manufactured workshops. They come out of something else: conversation and conflict.
I am yet to meet an artist who organises brainstorms to come up with ideas and yet to find a great ad or brand idea that came out of an amazing workshop if you know of any let me know.