Have you ever been asked to attend a meeting in which there will be an hour (exactly) of brainstorming or creative thinking? … perhaps just after lunch while your brain is faded? … perhaps on a day where you’ve some major item to deliver? … perhaps in a meeting room as comfortable as a crowded bus on a hot day?
As a project manager once put it to a software team, “We will be having a meeting tomorrow at 2pm where we’ll write down all the ideas we need for this project”. The message was also clear that after that meeting the scope and schedule would be fixed and creativity and innovation would be unwelcome.
Shoehorning a creative process into a tight box is not ideal.