The call for brainstorming happens thousands of times a day, all over the world, and especially in business environments. Why? Because to come up with good solutions, better ideas, more effective methods and innovation you want to start with options. First, before making a decision, you need to know about what choices you have and then to compare them. Sometimes this process, of necessity, takes place in a few seconds. Sometimes it requires collection of data or opinions that take a long time. In any case, more options to compare and you will come up with a better thought out solution, and a better explanation or defense of that solution if asked.