Hugo read a blog about brainstorming and decided that this would be a great way for his customer relations team at Royal Caribbean Cruise lines to generate new ideas for assuring passengers that the cruise ships would be safe after the pandemic. The team knows this is important to the future of the company and eagerly begins its brainstorming meeting. One person says, “It’s obvious, we have to have passengers show proof of vaccination.” The Director of Operations interrupts them, and shouts, “You know the governor says that is illegal; that won’t work!” There is a silence in the room. Some members start arguing about politics in the vaccination process. Finally, another team member says “Well, maybe we can do daily testing of the cruise ship passengers.” The Cruise Director says, “Are you kidding, that will disrupt the daily activities and make passengers miserable.” Another team member says, “You know, I have been reading on creativity, we need to think outside of the box here. What about offering on board credits for passengers as an incentive to be vaccinated prior to the cruise?” Two team members roll their eyes at this idea, and one says, “So we are giving bribes for vaccines, get real.” The meeting ends with no real ideas generated. No one took any notes of ideas. 

Hugo calls you in as a consultant to find out what went wrong and develop a better ideation process. Explain.