Phoenix decorating company is responsible for designing and building many of the floral floats seen in the tournament of roses parade every new year's day. phoenix's designers start preparing the floats for the next year's parade soon after the first of the year. for each corporate sponsor, phoenix gets their best advertising team members, and they sit in a room for several hours throwing out every idea they can come up with, no matter how good or bad it is. after a substantial list has been created, they then go through every idea and rate its merits or deficits, until they come up with the best idea to pitch to the corporate sponsor. this process demonstrates