Like many other marketing strategy specialists, Mike relies heavily on creativity and originality. Members of his team are selected on the basis of their ability to think divergently, and Mike often conducts activities to ensure that this ability is developed. For instance, before any new project, Mike invites his team to sit together and churn out possible ideas about the new product, its theme, and ways in which it can be projected best in the market. These sessions usually provide him with a bank of potential ideas from which the team selects some strong concepts and develops them into a campaign. To encourage freedom in these sessions, Mike has a no-evaluation policy. This is an example of .