The Management of Value (MoV) methodology emphasizes a structured approach to innovation. The most effective technique is to channel creative thinking by focusing on the functions that a project or service must perform. The Function Analysis model, often represented by a Function Analysis System Technique (FAST) diagram, provides this essential focus. By applying brainstorming to each specific function (e.g., asking "How else can we perform this function?"), the team generates targeted, relevant, and innovative ideas that are directly linked to delivering value, rather than engaging in unfocused, freewheeling discussions.

A. Unstructured, freewheeling discussion lacks the focus on value-driving functions, making it less effective than a targeted approach guided by function analysis.

C. Evaluating and rejecting ideas as they are identified is counter-productive. It stifles creativity and violates a core principle of brainstorming, which is to defer judgment.

D. Introducing financial assessment during the idea generation phase prematurely shifts the focus from creative possibilities to cost constraints, which can inhibit innovation. This is an evaluation activity.

1. AXELOS. (2010). Management of Value (MoV). The Stationery Office.

Section 6.4.3, Phase 3 - Creative: "The purpose of the creative phase is to generate a wide range of ideas on alternative ways of performing the functions that have been identified and analysed." This directly links the creative phase to the preceding function analysis.

Section 6.4.3.1, Brainstorming: "The team should focus on one function at a time, starting with the higher-order functions on the FAST diagram... The question to be addressed is: 'How else can this function be performed?'" This explicitly confirms that brainstorming is guided by the function analysis model.

Section 6.4.3, Phase 3 - Creative, Principles: One of the key principles listed for the creative phase is "Criticism is ruled out," which directly contradicts option C. The evaluation of ideas occurs in the next phase.