3. Evaluate the most promising concepts

The 5 to 10 concepts you have just generated are still not detailed enough to give rise to even a simplified environmental assessment. At this stage, however, we need to be able to help the group make an informed choice of the 2-3 most promising concepts in terms of eco-innovation.

It's very important to take environmental expectations back into account, because thinking in terms of stakeholders can lead you to forget about impacts in favour of the value created!

The Pain Gain Tool (developed by Bocken et al. (2012)) is ideally suited to this objective of comparing concepts at a very early stage. Initially developed on the basis of GHG (greenhouse gas) emission reduction criteria, the tool will need to be adapted by the working group using other criteria.

The Pain Gain Tool allows concepts to be positioned relative...