What we do is sort of like Richard Simmons for the mind. By its very nature creativity is elusive and ever changing. But there is a great deal more method to the madness than most people realize. There are patterns and processes that are common to many great achievers. There are some timeless and universal aspects of creativity that, if better understood, can help anyone become more creative.
Most people are simply unconscious thinkers.
My workshops help them become more aware and therefore, more proficient idea generators. But I can perhaps help you understand some of the undeniable precepts of creativity. Implying that they may not all be great. As far as having some ideas miss the mark, I'll quote another great achiever who certainly understood the law of large numbers when it came to ice hockey. Most advertising people, when looking for ad ideas, go to the awards show annuals for inspiration.