Discussions about ideas are essential to moderate. It's easy to lose the focus and end up arguing about personal taste or things that don't even relate to the briefing. So how do you keep conversations on the right track?

There are only a few things more frustrating than endless discussions about ideas. It's exasperating when two sides start to fight on a loop for the option they like, without any possible agreement. As process-obsessed people, we found an exercise that helps to avoid that problem.