This is the moment when solutions and alternatives are considered, in complete freedom. As in a brainstorming session, a question is asked and everyone is invited to give the answers they can think of, without censoring themselves or being censored by others. This is the moment when you "step outside the box". There are so many alternatives, why limit yourself to what you already know? The questions to answer may be:
What can we do?
What are the alternatives?
What strong idea can we imagine?
What competitive advantage can be implemented?
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