• The creative ideas represented by templates impose real limits and introduce trade-offs.
  • Knowing what ideation technique works better on which medium will go a long way in meeting the demands of clients.
  • Storytelling techniques, such as extreme consequence—which exaggerates the benefit of the product or service—are not adaptable to all media and are more suitable for television.
  • In assigning briefs to creative teams, creative managers should consider the appropriateness of team members’ creative expertise and skill sets for client-specific product and brand categories.
  • Future research needs to understand better the characteristics of ideas that have legs, such that those ideas can travel across media better.
  • Ideation techniques may perform differently in other product categories, particularly low-involvement ones.