ABSTRACT
It’s often claimed that all good ideas have been done, yet there are always opportunities. It’s your job to find them. This chapter covers how to research your idea to assess its competition, identify opportunities, and create a strategic vision for it. Several concepts that frame your strategic vision are introduced, such as SWOT analyses, positioning matrices, target markets, personas, positioning statements, and design criteria. To aid the design process, the scenario is also introduced as well as the concept of strategic ambiguity.
