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Developing an idea
Assessing your idea
Describing your strategy
A couple of wrinkles
Why brainstorming usually fails
3 frameworks
Product trees
4 killer questions
The 5Cs model
1. What is the biggest hassle about this product?
For what subgroup of users . . .
For what subgroup of usages . . .
Etc.
2. What do the Batman movie, roller blades, and Ben and Jerry’s have in common?
3. How would I do things differently if I had perfect information?
4. Where are the search, order entry, and tracking costs a large percentage of total costs?
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