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The innovation process can have many starting points.  However, it is an iterative process.  So no matter how or on what step you started, you should make sure you cover all the steps and probably again and again as you make new discoveries.  This step is intended to make sure you consider as many ideas and concepts as reasonable.  It is intended to help you avoid tunnel vision where you may have focused in on an early favorite solution and missed out on other opportunities.  It is also meant to help you devise criteria and a selection process to methodically select the best solution.
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