It's OK to make stupid suggestions. It's OK to ramble off on tangents. Out of 200 thoughts, maybe five to 10 will survive to become useful parts of an action plan. But those few are often great approaches the normal process of logical problem-solving analysis would never have uncovered. But the laid-back use of the term generally keeps it from being acknowledged as a sound way to deal with problems.
Marketing often suffers a similar fate.
There is little acceptance of the need to break down the tenant base into segments and understand how each uses storage. And spending time and effort to do so doesn't seem important when an operator is feeling the hot breath of competition. Invoking an unfamiliar course of action may be the last thing a beleaguered operator wants to do. Also, when someone is accustomed to spending virtually no effort or money on marketing, any amount seems like a lot. Under high-pressure circumstances, the basic instinct is to retrench and conserve resources.