Exactly this. While at the BBC I took part and ran hundreds of brainstorming sessions, the output of which went on to become successful TV shows, websites, game

Exactly this. While at the BBC I took part and ran hundreds of brainstorming sessions, the output of which went on to become successful TV shows, websites, games and brands. That said this wasn't just a group blindly attending ideas seasons, nor were the outputs slavishly adhered to. People would take time to prepare for the session, not by coming prepared with answers, but by learning the topic we were going to debate and the audience. Then post brainstorming we continued to deconstruct and develop the ideas, making sure that no one was precious about how ideas developed. Brain storming is great for looking at the problem from lots of angles quickly. The effort to turn it into a proper feature should still be a more singular task.