Wrapping up my analysis of the 2015 symposium (Part 1: here), Day three began with a keynote delivered by Joe Brown, Senior Design Lead at Ideo. His topic was “Designing New Service Opportunities”. Joe introduced us to the seven rules of brainstorming. These certainly are helpful for creating some structure in the brainstorming process. There were a series of statements throughout his discussion that have merit. They are as follows: find the right problem to solve, test ideas in minutes not months, 70% of all change efforts fail, the biggest roadblocks to change are behavioral, don’t get ready- get started, when initiating change take baby steps and make the changes temporary until proven.