The ideas that come out of most brainstorming sessions are usually superficial, trivial, and not very original. They are rarely useful. The process, however, seems to make uncreative people feel that they are making innovative contributions and that others are listening to them.
Don't wallow in brainstorming. Time spent fiddling with a business plan or filling up whiteboards with ideas is time that you could spend actually launching your business and seeing if the idea floats. Launching gives you real, solid feedback, instead of the imaginary 'what if' scenarios dreamed up in a conference room.
I'm in the process of brainstorming with my marketing team and all that stuff, trying to come up with a concept for a late-night restaurant for people in Birmingham.
Last Update: January, 2020