So far you’ve come up with, shared, and even discarded scores of ideas. You further refined things as you Bundled Your Ideas and now it’s time to turn them into a Concept. A Concept is more polished and complete than an idea. It’s more sophisticated, it’s something that you’ll want to test with the people you’re designing for, and it’s starting to look like an answer to your How Might We question. This is the moment where you move from problem to solution and it drives everything that comes next.