To a creative person, it's a way of thinking about a product in terms of association such as the feelings it evokes and the ideas it represents. To an analytical person, it's a complete waste of time.
Tom: You guys are missing the point. In order to sell hotpockets, we need to delve deeper into the abstract. We need to consider how a person changes when they eat a hotpocket. Are they the same? Are they different? We need to consider the euphoria experienced when the hot, delicious internals are ingested and tell that story through our creative executions.
Ryan: Dude, it's a microwavable pastry, not a blow job.