"While discovery is often focused on the present or the past, pinpointing problem areas and creating a focus for innovation, the ideation phase is clearly future-oriented. Here everything is possible. So whereas perhaps the boundaries of creativity are narrowed during other stages, in ideation boundaries should be wide and subject to challenge participants"
— N. Ind, C. Fuller and C. Trevail in Brand Together — How co-creation generates innovation and re-energizes brands
