Now the 'ideas' have five main categories: business, culture, design, product / service, and technology.

Product / service: These are ideas about what to provide to the customer.

Technology: These are ideas about how exactly the products and services are built internally.

Business: These are ideas about how to make profitable business out of the products and services. This includes business models, branding, marketing etc.

Design: These are ideas including eg usability and aesthetic issues.

Culture: These are ideas on how to make the other above parts happen. This includes issues like organizational culture, structure, processes, leadership...

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