Richard's post on brainstorms is essential reading. http://www.adliterate.com/archives/2007/05/death_to_the_br.html#more The big points for me in what he is saying and comparing with my humble experience are: 1. The selection process of the ideas is based on some form of post it note democracy and you can't get original ideas based on the least common denominator of the feasible and feeble. I was in a meeting with Steve Henry once and he said 'I don't know how on earth we are going to do it but that is what we should do' now how can you let something like that happen in a room full of people and a big white elephant called: somebody is going to make this happen and it better not be me. 2. There is only one real 'problem owner' in the room and frankly no one ever really thinks about something unless its their personal problem. If you run anything to do with solving problems or coming up with ideas it should be done with the one or two people who's mortgage depends on it. 3. Original ideas are hardly born like that APG logo with a big flash bulb I always had trouble with that, they are more like a candle in the wind you have to cup your palms around it in order to make sure it stays alive, you only need a maximum of four hands for that. 4. The coupling of creatives with planners and in digital techies too is not just a nice idea it is critical.