Here’s an exercise: raise your right hand as high as you can. Seriously, do it. The example won’t work if you don’t. So raise your right hand as high as you can. Got it? Now, with your hand raised as high as you can raise it, raise it one inch higher. See what I mean?
Coming up with ideas is no different. You can sit and talk with your partner and keep your book open and write down ideas as they come to you and go through those motions. But that’s what almost every other creative team in any other school, or at any other agency is doing.