Lateral thinking. Upside down thinking. Inside out thinking. All of those terms, used by various, overpaid motivational speakers, refer to a similar concept, that novel insights arise from fresh perspectives. The process requires more than mere brainstorming. Every design engineer is familiar with the notion that a problem precisely defined is already half solved. Accepting that, one can see how brainstorming alone can fall short if it produces a hundred solutions to the wrong problem.