Now during the ideation process, we are going to be throwing torches. Okay, throw torches and throwing torches means to illuminate to bring light to divergent ingredients information that is located far away from the definition of our challenge. Okay, from the starting point of our challenge, we're going to throw these torches, hey, we're going to illuminate to bring light to this far away conceptual, okay, a mental pattern locations that are located far in relation to our starting point. And we're going to be doing this in many different ways in a multidisciplinary way with visuals with linguistics, with acoustics, alright, so to understand why it is so useful and so important to combine to throw these torches, to illuminate and to combine these divergent ingredients. With our convergent ingredients with our convergent knowledge about the challenge. We are going to see Now a little video that we shot in San Francisco, in Ocean Beach in San Francisco.

And that expresses the torch metaphor, you know the importance of combining divergent ingredients or eliminating of throwing torches to quickly combine divergent ingredients, information that is far away from our starting point with our convergent knowledge, because very divergent ingredients are going to allow us to do two very important things. The first one is to escape from the natural impulse of our analytical muscles to push us to convert quickly to the typical unpredictable, okay, when we eliminate when we jump, when we throw torches to eliminate divergent ingredients, we escape the natural tendency that we have to convert quickly to the typical unpredictable and this is the natural way that our unknown Because muscles work, that is the first advantage. The second advantage is that divergent ingredients are going to help us to enrich enormously our brainstorming process. Okay, by expanding the process with all these richness of divergent ingredients that are far away from our starting point, and those in combination with our conversion knowledge are going to help us generate really original, innovative and creative ideas and insights.

Let's watch the video. Did you ever do