ABSTRACT
The product concepts are not only attractive for the customers but more so for the organisation. 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 turn-over and profit. On the basis of the mini new business cases the ideation team will choose which new product concepts to present to the management to actually be developed. A journey from the beginning to the end and which includes the innovation assignment, the sources of inspiration, the customer frictions, the new product brainstorm, the concept descriptions and the qualitative concept research of the three to five mini new business cases. In the mini new business cases for the product concept the attractiveness of the concept was shown in a very business-like manner call it the 'hard side'. The product or service concept is central in the mini new business cases.
