Ripen ideas
Understanding the innovation process (from ideation to maturation)

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?