Ideas need to work in the service of the emotional experience of people. They need to be
“emerged” from speculative creative meanderings, to tangible products, programs and services. People want excitement in the things they do, and in the end, they also want to feel that all their hard work will produce something of value, something for which they can be proud.

Stated another way, ideas need to be made real, so they can attach in a fundamental way to the lives of people who make and use them. That’s why it is critical to the deployment of high growth ideas that emergent approaches be employed: Feedback loops, 360? optimization plans, launch scenarios, support programs, price/value analysis, and more. Each of these deployment designs provides the means and the measures by which only the strong, most strategically viable breakthrough solutions will survive. For us it is both the creation and deployment of ideas for growth, not just one or the other, which fuels our resolve and our process.