In this phase, ideas are created and out of them concepts are developed. Actually, it begins with an” idea dump”. All team members are already burning to put all that ideas they got in the field out on the wall. But this is not the end. Specific ideation techniques are applied to dive deeper into the creative space. At the end more then 500, often up to 1000 ideas will be raised. Now the critical phase starts: the ideas need to get evaluated, clustered, and compressed to develop idea directions, mind maps and finally about 45 initial concepts. These get further improved. At the end of phase three, the team finally evaluates the initial concepts and chooses 10 – 15 improved concepts to further work on.