In a brainstorming session you want edge of the box thinking.
Out of the box is impractical, middle of the box has already been thought of ten times over, but edge of the box that’s where the good suggestions lie.
For example if we were marketing dishwasher liquid, the idealist would suggest the Queen, the jaded would recommend TV ads, but the creative practicalist floats the idea of challenging the public to provide dishes that can’t be washed.
It’s within budget, it’s novel, it’s relevant.
Edge of the box!
Thomas Duggan 