In the last few chapters, we have discussed how we go from mining ideas to systemically testing them until we have found a repeatable and scalable business model. Once we have the idea tested at a high level for its merit and feasibility and we understand the nine building blocks ( Chapter 3) of its business model, we can begin to flesh out more details. Now that we’ve gone from the idea to prototype to MVP, the next logical step in this journey is to create the actual product, which needs to be developed over several iterations and releases. To accomplish this, we first need to be able to describe what we want! If we leave the description open-ended, we might be able to get started sooner, but we risk creating a product that might be too removed from the original idea. On the other hand, if we describe every single detail, we might take an inordinate amount of time, in which the market might change. We also risk making a very limited product that might not be able to benefit from creative ideas that, at a later date, could actually make the product much better. So, it makes sense to gradually evolve the idea into a tangible product with the details commensurate with the level of investment and decision-making.