Various versions of this basic framework exist. IDEO use the terms desirable, viable and feasible. Jump Associates blend the three together for hybrid thinkers - part humanist, part technologist and part capitalist. Though I think my first knowledge of this framework comes from Liz Sanders at Sonicrim with the terms: useful, usable and desirable.

All this said, I do find people often gloss over the blood, sweat, tears, failure and iteration that doesn’t fit on the diagram.

Hit the product sweet spot

I figured this out while trying to draw one. The epiphany was noticing that the s-line in the centre is uninterrupted but part of two chain links. Neat.

Draw a chain

Requires little equipment and is generally more fun and involving than the real thing.

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