5. Mistakes to avoid

Don't just state what it means for the product to move the concept to a new level of innovation. It's important to find out what actions need to be taken to achieve this, and what difficulties need to be overcome in order to do so.

It's important to clarify the advantages and disadvantages of each new idea, not only with regard to the end customer (the target), but also for each of the stakeholders (company professions, subcontractors, civil society...) impacted by the evolution of the product concept.