Recognize the relationship between the number of ideas generated and novelty of those ideas. Recognize that value is not necessarily created by increasing an idea's novelty; value as determined by an idea's novelty depends on a user's current experiences. Appreciate the benefits of both individual and group idea generation. Understand how to decompose experiences into functions and attributes. Recognize the need to identify all stakeholders associated with a user's experience. Recognize that steps or functions can be shifted, removed, and/or reallocated.