The focus of this paper is to provide a framework to suggest that effective thinking is an essential element to the ideation and innovation process. The review of the case study found that a range of elements need to be established in order to support collaborative creativity. Though the aspects of diversity and professional expertise were present, the lack of core knowledge, unity of thought, communication, reflection and appreciation of failure and positive questioning led to the poor output of the team interaction. The paper also provided a foundation of recommendations for future research to build upon as means to determine the impact of effective thinking behaviors on the ideation process.