Evaluation is important and I will meet with key stake-holders to determine need then research industry, category trends that fit today's consumers. Long and short term strategies will be developed, as well as evaluation of recent work to date. During the process, I will conduct several divergent ideation sessions using effective techniques to bend the corners a bit in order to identify opportunities. Various levels of conceptualization can occur depending on scope of project. Full concepts ready to take to next level and plans that connect using story as a guide to innovation.