However, this line of thinking can effectively get buried in the Product Innovation Strategy and be easily glossed over.

So instead, some firms will remove it from any conceptual bundling, and let it stand on its own as one of the key criteria when reviewing product concepts.

Great Idea! I’ll add it to the list to make it stand out more.

I would add values. No idea should be discussed, let along analyzed, before it is run through the filter of a business’s values or guiding principals. Doing so ensure we remain authentic, true to ourselves and credible with our customers.