Abstract : This thesis is about how participants develop new ideas during idea generation meetings in Danish organizations. The data consist of eleven video recorded meetings from the communications departments of three Danish organizations. This research fills a gap in the existing literature on innovation and creativity. Everyone talks about innovation and creativity, but few have studied in detail how ideas are generated in specific situations where employees interact. Therefore, the thesis offers a detailed description of how ideas are created from the perspective of two related research questions: how ideas are created when participants affiliate with the idea, and how ideas are created when participants disaffiliate with the idea. In addition, a third research question is, which type of social actions (formats) participants use for doing idea development. The overall conclusion is that ideas are sequentially developed by participants' multimodal accomplished co-constructions. This conclusion is thus a reply to a simplistic communication theory in most creativity research. In response, the thesis develops a new modal that can be used to study the first fuzzy front end of innovation. The model is called Multimodal Interaction Analysis and it describes ontology, epistemology, methodology, metaphor, relevance and relation to an overall innovation theory.