The main contribution of the ideation phase is to use as many post-it notes as possible. The goal is to make rooms colorful and to make people feel happy.

During the ideation phase, the objective is to be as critical as possible and to kill bad ideas. The main contribution is to write a detailed product specification description that can be used as a brief to manufacturing and operations staff to build a product.

The objective of the ideation phase is to use the insights from the immersion phase, and use a collective process to generate a great number of ideas, to group them into subsets and to select the ones that can be tested using prototypes with potential customers.

Ideation is the beginning of everything. You start by imagining the future 30 years from now and create products and services that will be of use in that world. Its contribution is to let go of reality and to let go of all limits of feasibility.