8. Frequently asked questions

Doesn't the applicant risk being ill-disposed if he is questioned too much?

It's up to you to be psychological: be demanding, of course, but not arrogant. Show that you're trying to understand, so that you can better satisfy your customer's needs. You'll see that, in the end, he'll be grateful to you for helping him clarify his request.

Doesn't this approach run the risk of "killing" creativity by locking it into a framework?

Absolutely not. Imagination needs limits to free itself: there's nothing more frightening than the "blank page". It's also up to you to be "reasonable": if you don't set any limits, creativity will find it hard to express itself; if you set too many, it will be effectively curbed. It's also important to remember that creativity techniques allow for this liberation, and that in the heat of the...