Ideate
Business case
A structured argument for why a proposed solution is worth building - including value, cost, risk, and success measures.
After ideation, teams must choose what to pursue. A business case connects user value to organizational reality: resources, timeline, dependencies, and expected outcomes.
It is not a finance-only exercise. The best cases reference empathy insights and define how success will be measured in Define and Develop.
Related terms
- Brainstorming - A facilitated session to generate many solution ideas quickly, deferring evaluation until later.
- Product roadmap - A time-sequenced plan for delivering solution capabilities, aligned to user value and business priorities.