1. Many big ideas and innovations tend to stay around for a long time. Smaller changes to those big ideas will likely benefit industry the most.
2. The big ideas that result from creativity often go unimplemented. Effecting change requires resources. Most businesses just don’t have the resources available to put the new innovation into action, especially given the large risk.
3. Looking back, many of the most useful product innovations are a direct result of a utility problem, not a creative idea.
4. Creativity is often thought to be its own entity that is meant to control the thinker. In business, it’s best to never lose control.
5. Productivity can suffer when product development is guided by creativity in innovation. More time ought to be spent learning what to do with the existing innovative ideas rather than trying to think of more new ones.

Ed. Note: It’s true, that creativity can easily get out of control. But, at the same time, creativity is too important to ignore: it can be a significant source of competitive advantage. Creativity always needs to be grounded in problem solving and creativity for creativity’s sake is always dangerous. The better strategy is to be aware of the pitfalls and prepare well in advance for effective implementation.

According to Michael Myser, there are three simple rules you need to follow to ensure success:

First, brainstorming sessions are structured events that produce valuable results. Define what you want to accomplish ahead of time, and communicate the goals in advance. It is extremely important that participants have time to mentally prepare.

Second, set specific session rules, including time limits and ways to resolve arguments and criticism.

Third, make sure you have a leader. This should be a person that the brainstorming participants feel comfortable (so even far-out ideas are embraced) and willing to keep things on track (Michael Myser, “When Brainstorming Goes Bad,” Business 2.0, October 2006.)