Thank you, Jeffrey for siting the source for this methodology. I worked with IDEO 15 years ago while at HP and have completely incorporated this approach into everything I do — I love it! But I should give credit to the founders, and thank them for helping me create a blueprint that is so effective for discovering your innovation sweet spot. If you want to read more about how some of my former colleagues and I have evolved the approach, take a look at this post: https://innovationcatalystgroup.com/customers-can-lead-missing-middle/ .