In his e-book, The Creative Shift, Andrew Robertson, Chairman of promoting large BBDO, offers this succinct steering for brainstorms and thought conferences:
Go Vast, Go Slim, Go Deep, Go Public.
Go Vast. Use divergent pondering to generate a large number of concepts together with absurd and foolish concepts. No criticism or judgement allowed at this stage.
Go Slim. Sift the concepts right down to a shortlist utilizing some agreed standards. Form weird concepts into artistic, workable proposals. Choose one of the best few.
Go Deep. Study intimately the handful of promising concepts. What sources and approvals do they want? How may we take a look at them shortly and cheaply?
Go Public. Take your chosen concepts and plans to these with authority to approve them. Acquire permission and sources to check them.
Good recommendation.
