Do you have a sense of humor? If not stop reading right now. I’m not your guy.
If you’re still reading, let me clarify that I don’t think everything is a joke. The effort I put into my work I take very seriously. I just thrive in an environment that is more “Caddyshack” and less “Bagger Vance”.
That’s the vibe for brainstorming, for coming up with that ‘one thing’. Sure, research is a powerful tool in the process, but at the end of the day it comes down to creative people thinking creatively.