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Step Ten: Create Some Napkin Pitches (VIDEO)
Liedtka, Jeanne M. Video S-0278 / Published October 27, 2016 / Duration 8 minutes
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Product Overview

After generating concepts for the "What if?" stage, "Create Some Napkin Pitches" asks you to summarize and communicate all of your concepts using four questions so they can be compared side-by-side: What is the idea? What customer needs does it address? Why does this offering create value for the customer? Finally, what is the business rationale behind the concept? This video is part of the Design Thinking video series meant to accompany any one of three cases (Arena Industries [UVA-S-0240], Trenton State College [UVA-S-0241], or Great Lakes [UVA-S-0248]) that explore the design thinking approach to innovative problem solving.

  • Overview

    After generating concepts for the "What if?" stage, "Create Some Napkin Pitches" asks you to summarize and communicate all of your concepts using four questions so they can be compared side-by-side: What is the idea? What customer needs does it address? Why does this offering create value for the customer? Finally, what is the business rationale behind the concept? This video is part of the Design Thinking video series meant to accompany any one of three cases (Arena Industries [UVA-S-0240], Trenton State College [UVA-S-0241], or Great Lakes [UVA-S-0248]) that explore the design thinking approach to innovative problem solving.

  • Learning Objectives