An Idea is a thought or suggestion that helps answer your Creative Question. Each idea should be as simple as possible, so your team can quickly make a decision based on its impact (the effect it will have on your users and their current way of doing things) and feasibility (how easily it can be accomplished). There are four types of ideas. Bright Stars are ideas with high impact and high feasibility. Low-Hanging Fruits are ideas with high feasibility, but low impact. Wild Cards have high impact but low feasibility. Don’t Bother ideas have low feasibility and low impact. A team member who comes up with a Don’t Bother idea should immediately be fired.