Take your top two to three best new product/service ideas/concepts. Now, evaluate them using the characteristics found in successful new products/

services—for example, superior advantage, compatibility, simplicity, observability, trialability, low perceived risk (to the customer), and intellectualproperty protection. And perhaps include the “purple cow” characteristic.

Score them on a rating scale of 1 to 5 (1 = characteristic is completely absent, 5 = characteristic is completely present). Now, take the highest-scoring concept to the market and solicit feedback from the target customer. Determine the customer’s interest in the concept and likelihood of purchase (talk to 10 to 15 customers). Ask for their help to refine the concept. Now, do a more robust concept test. Prepare a written description and visual depiction of the concept and present it to 10 to 15 potential customers. What did you discover?