I like how BI allows all in our organization to meet on one social media style site where conversations can happen in a line of sight to everyone else. It flattens the field to allow all ideas and comments to happen. It's a great space to host hackathons, design challenges and other innovations.

I like the use of webstorms and the abilty to link ideas from one webstorm to the next. I also really liek the parent/child relationship you can create between ideas. Often times we end up with similar ideas and the ability to link them together eliminates the muddiness of the infomation being scatterede between many similar ideas. The setup and manipulation fo the worflows is easy and has an easy learning curve.

I like the best the fact that Brightidea is user-friendly tool with huge number of great features and also the customer support.