4. Making It Real


However deeply you have investigated the problem and however many creative ideas you have produced, you’ve little to show for your time until you turn your work into something concrete.

It’s time to make things real. Where objectives, requirements, and unrequirements previously took a backseat to exploration, you should now look carefully at which of your ideas meet both business and user needs.

It’s natural to have a hunch about which ideas you want to pursue. Now you should combine these diverse concepts into a more definite form. You’re moving toward a complete design by adding detail, but there’s still room to change your ...

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