An intense, idea-generating session analyzing data gathered by observing people. Each lasts no more than an hour. Rules of brainstorming are strict and are stenciled on the walls:

Defer judgment Don’t dismiss any ideas.

Build on the ideas of others No “buts,” only “ands.”

Encourage wild ideas mbrace the most out-of-the-box notions because they can be the key to solutions.

Go for quantity Aim for as many new ideas as possible. In a good session, up to 100 ideas are generated in 60 minutes.

Be visual Use yellow, red, and blue markers to write on huge 30-inch by 25-inch huge Post-its that are put on a wall.

Stay focused on the topic Always keep the discussion on target.

One conversation at a time No interrupting, no dismissing, no disrepect, no rudeness.