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Brainstorming and prototyping

In brainstorming, the main rule is not to criticize ideas as they come and to aim for quantity — evaluation comes in a later phase. Several concepts should be developed before choosing, to explore the solution space and avoid locking in too early. A "looks-like" prototype shows the form, while a "works-like" (functional) prototype tests whether the solution works.

“looks-like”≠“works-like”\text{``looks-like''} \neq \text{``works-like''}appearance and function are often tested separately

Example

A foam model shows how the product looks and feels in the hand (looks-like), while a simple electronics rig tests whether the circuit works (works-like).

The first concept you think of is rarely the best — early breadth leads to better choices later.
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Part of Product Development: Concept development and selection.