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    03 — Value stream · VS-50

    Idea-to-Product

    From an unproven idea to a product customers can buy and the organization can support — the stream that decides which ideas deserve investment and carries the survivors through design, build and launch.

    • Concept-to-Launch
    • Innovation-to-Market
    • Idea-to-Launch
    // FIG. 03 · Stage flow
    1Discover & Frame2Validate & Decide3Define & Design4Build & Verify5Prepare to Launch6Launch & Measure
    1. 01

      Discover & Frame

      VS-50.10

      Capture the idea, state the problem it solves and for whom, and decide whether it is worth exploring further.

    2. 02

      Validate & Decide

      VS-50.20

      Test the riskiest assumptions cheaply, size the opportunity and make a funding decision against the rest of the portfolio.

    3. 03

      Define & Design

      VS-50.30

      Turn the validated idea into requirements and a design, with the roadmap commitments and trade-offs made explicit.

    4. 04

      Build & Verify

      VS-50.40

      Engineer the product and prove it does what was defined, to the quality the organization is willing to put its name on.

    5. 05

      Prepare to Launch

      VS-50.50

      Get the price, the positioning, the support model and the master data ready before the first customer can buy.

    6. 06

      Launch & Measure

      VS-50.60

      Release the product, run the launch campaign and compare early performance with the case that funded it.