In a recent blog entry [2], Bill Lovett is pretty critical about Euro RSCG Worldwide's recent list [3] of ideas they think are hot this year. Bill takes the opportunity to criticize traditional brainstorming, as well.

Among his concerns:

• List making as a practice within organizations
• Self-congratulation within the brainstorming team
• Smug satisfaction of being "in the know"

While I'm curious what Bill thinks the most important ideas and opportunities are this year, I'm also reminded of a recent Inc. article [4] about a scientific approach to idea generation.

What do you think should be expurgated from the list? Added to it? FC Now reader Annedien Hoen says [5] that social software should be on the list. What else?