I learned a new term recently: Heartstorming . If brainstorming is a logical process to solve problems, heartstorming is an approach centered around what motivates, inspires, & generates energy. It produces ideas that may seem less logical, data-driven, rationale or pragmatic. Instead, it's about exploring ideas you can't justify with numbers, but still feel important, feel "right." It's an opportunity to speak from the heart, or the gut, and to generate ideas you'd never share with others for fear of appearing soft, emotional, or simply because you can't easily put its value to words. In his book, Start with Why , Simon Sinek writes about the difficulty of putting words to feelings. Different regions in our brains process emotions and language, making it hard to find the right words for what we feel deeply. The best "Whys" resonate with the emotional part of the brain. They makes us feel something. That's why Product Managers talk about