2. WHEN NEEDED RATIONALE
TOUCH DOWN
Mitigates the ‘team consensus effect’ –
when disagreeing, the easiest escape
for disagreeing team members is one
abstraction level up, where they all
agree and avoid conflict
Helps strong abstract and conceptual
thinkers to bring their idea down a few
levels of abstraction to make it
understandable for all
Breaks a solution space or umbrella
idea down in to a few more concrete
and tangible idea manifestations one
level down
My concept is
still too abstract
People do not
understand
what this
concept will do
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3. ESSENCE POINTERS
TOUCH DOWN
Make the idea
more concrete
and specific
Consider for your idea the following set of
questions – answer them individually and
compare them afterwards:
Who is the primary user, what is his/her function?
What is their need? How often will they buy it?
What will users actually buy. What is it, a product, a
service, a bundle? How will it be packaged?
How will it be produced? Who will produce it?
How will it be delivered? Who will do the delivery?
As a team, describe at least two different
concrete manifestations of your concept
leveraging the above answers. You do not
need to agree, they can be very different
and co-exist.
For each manifestation, pick an existing
user and describe or sketch in six frames
the journey of the user who becomes
aware of, obtains, uses and discards/exits
the idea
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