| Hook | Problem | |
| Solution | Why us | |
| Ask | Close |
| Imagine that… | The problem is… | |
| Our idea is… | What makes it different… | |
| We need… | Thank you — questions? |
The team wrote every idea, however far-fetched, for ten minutes. Nobody was allowed to say "that will never work". Then they chose three and asked: is it feasible? The winning idea came from building on a suggestion that everyone had laughed at.