The implementation phase is another word for “marketing meets finance”. In this phase, all the ideas are screened for financial viability, using forecasting and business planning. Only the most profitable idea will be “implemented”.

The contribution of ideation is to secure financing to start building the most innovative and wildest idea. By going to venture capitalists, or innovation funds, the idea is to take away the only thing that stands between the idea and making it a reality: not yet having the money.

The implementation phase is the phase where the main ideas of the ideation phase are turned into prototypes that can be tested with customers, to get feedback about the feasibility, viability and desirability of the ideas. The more the design team iterates through the design thinking cycle, the better the understanding of the product-market fit should become.