Why Brainstorming Process generally fails ? Brainstorming process generally involves two techniques. 1.

Encourage people to go wild and think outside the box. 2. Assign them the task of slicing and dicing the old boxes in ways. First method has the limitation most people aren't very good at unstructured, ab stract brainstorming. Also these process of thinking outside the box facilitated by the philosophy "there are no bad ideas" which only compouds the confusion. Second method of slicing the data in new ways - almost always produces similar r esult Market serach has also its limitations. The author suggests the middle path between the extremes of boundless speculatio n and quantitative data analysis As a study conducted by Mihaly Csikszentmihalyi, university of Chicago, on Nobel laureates and other creative people. How they achieved breakthroughs; it emerged almost all breakthrough ideas emerged after they asked themselves the right ques tion. Similar results emerged from McKinsey's study on most successful companies in r ecent history