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 be free: there's nothing more frightening than the "blank page". It's also up to you to be "reasonable": if you don't set limits, creativity will find it hard to express itself; if you set too many, it will be effectively curbed. You should also be aware that creativity techniques enable this liberation, and that, in the heat of the action, your group...