chapter  8
14 Pages


The product concepts are not only attractive for the customers but more so for the organisation. During the Full Steam Ahead stage you have already decided which criteria they have to meet and therefore it is important during this stage to show, in a recognisable and convincing way, that the new concepts do meet the criteria. Although the concept boards and well-developed designs and concept descriptions are a good beginning, it is still too vague, especially for the managers responsible for the turnover and profit. Everyone can make nice pictures, but they often think in the form of business cases: a clear, strategic, commercial, professional and financial business case for a new initiative or a new investment.