In a recent blog entry , Bill Lovett is pretty critical about Euro RSCG Worldwide's recent list  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  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  that social software should be on the list. What else?