4. Ripen ideas

Once you have your list of ideas, and before investing time and money, it's important to "mature" these ideas to convince yourself that the subject is worth pursuing.

• Is there really a customer problem? Are there customers who might be willing to pay for this product or service in the future?

• Does your organization have reason to believe that it could make a difference in the marketplace, either because it has a direct or indirect competitive advantage, or because it could implement the means to create it?

• Does this product idea match your brand image?

• Is this idea part of your organization's "Where to play", or could it be?