Use desirability, feasibility, viability, and JTBD criteria to guide idea selection.
Principle: Good constraints narrow waste, not imagination. The Move List constraints after you have enough ideas to compare, then turn each constraint into a design question. Instead of Legal blocks SMS, ask what reminder can work without sensitive content. Why It Works Constraints improve creative search by making tradeoffs visible. They prevent teams from choosing the most exciting idea while ignoring the conditions that would make it fail in the world. Framework Tie-In Use JTBD to preserve the human job. Use desirability, feasibility, and viability to choose what to prototype next.
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