Our goal is to explore as many possibilities as possible, regardless of how realistic, feasible or viable they may or may not be. From this explosion of opportunity comes insights made when considering the implications of radically different perspectives on and approaches to solving a problem. These insights can become valuable differentiating forces and the source of unique solution inspiration. Also, once we begin eliminating as many of these options as possible we are given reason to be more confident in the options we do move forward with because we have explored so many alternatives.