This chapter outlines the ideation process. While many leaders think their teams lack the creativity needed to brainstorm groundbreaking products, this is not true. Creativity is a natural and common gift, so the way to conduct impactful ideation is to recondition your team to release their ideation potential. The goal of Ideation is to generate concepts for possible features, capabilities, or other characteristics of the product on which you are working. 

Our goal is not just to have ideas but to optimize the quantity and quality so that we can ultimately land on those that have the very highest possibility of success. The chapter then recaps the eight key success practices for maximizing the effectiveness of product ideation, which are focus on the problem statements, injection of relevant knowledge, freedom from criticism, diversity of participation, anytime ideation, organization of ideas, iteration, and stretching the team’s thinking. Utilizing the practices in this chapter, you should be able to generate a robust set of ideas that can then be prioritized and tested in the final steps of Design Thinking 2.0, which is discussed in Chapter 16.