I've seen the attitude that drives executives to insert themselves into these sorts of processes and it basically boils down to pretty much every human being th

I've seen the attitude that drives executives to insert themselves into these sorts of processes and it basically boils down to pretty much every human being thinking they have a great sense of aesthetics when most of us really don't. In addition to (presumably) being successful business people, they want to be also thought of as tasteful interior designers, they have some sort of pet theories on "enhancing creativity" they want to pursue, the list goes on ad nauseum... Really, they should just hire somebody who is an acknowledged expert in the field and give them their high level requests which can then be filtered professionally into something that makes sense. Involved but not attempting to drive the process.