Ideation is the process of the creation of ideas in design thinking. This is an uninhibited form of brainstorming, in which all members of a team are encouraged to contribute ideas without fear of facing criticism.
Design thinking strategically separates the ideation process from the filtering and refining of ideas. The goal is to generate a high volume of ideas, both absurd and brilliant, within a limited amount of time.
For the best results, the process of ideation must be carried out with flexibility and fluidity, with precedence for both realist and surrealist thought. A successful ideation strategy will yield a diverse set of perspectives on a single problem, which transcends conventional or cliched solutions.