“If the right starting number isn’t six but the far side of six hundred, how do we bridge the gap between what people think they need and the scale of output that drives world-class results? It would help to use all the time available, for one thing. In our work at Stanford, we’ve found that even professional creatives tend to stop generating ideas before the allotted time. In most cases, people anchor on the first good idea the moment it’s been suggested and, once that happens, the energy in the room changes. The group spends the rest of the time effectively reassuring itself that the idea they’ve latched on to is a good one. I really think we’ve got ourselves a winner here, folks!”