The idea on the end of the stick

I have been asked to facilitate an innovation ideation session to get as many ideas as possible. Personally, words like ideation make me squirm a bit, in the same way that Richard Rumelt warns us to detect ‘fluff’ in bad strategy, ‘ideation’ has a whiff of fluff about it. So let’s cut through the ‘fluff’ What does any company want to achieve, what’s the carrot at the end of the