IDEO deep dive concept

I thought the way IDEO came up with concepts, the deep dive, was a very intuitive and natural way of creating new ideas for their designs.  It takes creativity, and like he put it in the video "focused chaos" to come up with the next big thing, the next great idea, to be inventive.  If everyone in design used the exact same process(assuming it worked for everyone) than there would be many more genius designs being created than there are.