The biggest challenge here is to decide when a conventional or non-conventional approach is needed. Often, a conventional approach will yield an idea that seems good on paper, but when put into practice, it falls flat. The conundrum then becomes..should we stay with the same conventional approach, or should we use a non-conventional approach to solve the problem? The only way to find the solution is to test ideas using both methods, then you will have your answer. I welcome any feedback! Richard--