I used this technique during a creative workshop for a large company. It was very useful and it helped my participants a lot to look at incremental steps for a new concept. Everyone was very enthusiastic and came up with +- 5 ideas per category. In the end we created with the 5 best ideas a new concept. The advantage of this technique is that it really guides you towards the (re)creation of a product and/or service. This means that you start with a good guideline that tells you how to think about innovating products and services, so that you can't get lost in the ideation process. In the end you have a very sustainable concept that does not require radical changes in the company.