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Innovations that succeed have three characteristics - these include business viability, consumer acceptance, and feasibility. Tim Brown suggests that these requirements can be met through the use of "design thinking", a process which involves inspiration, then the generation of an idea, and finally, implementation.

Inspiration, says Tim Brown, involves consideration of the ultimate user. The idea generation phase involves the building of prototypes and testing them. Implementation suggests a narrative that is developed around the idea which will give it the opportunity to be accepted.