Now is the time to roll up them sleeves and pick up the fine tooth comb and go back to our master brain-dump list. Have to key markers in mind – time and budget. At this point it's important to only put an effort and breath life into the ideas that make the most "sense" (But at the same time with a long term vision always in mind, not to discount the "other" ideas).

Once the fat has been trimmed our teams have a workable idea that evolved into a tangible product.

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