One of the trickiest properties of an idea, is that it lives in your head and in your head anything is possible. Implementing that idea to a product or service untested is a bit of a gamble. A expensive gamble if the idea is based on a lot of assumptions and these turned out to be wrong.... One solution? Research, Refine, Prototype and test that idea in a 5 day Design Sprint.
"The sprint is a five-day process for answering critical business questions through design, prototyping, and testing ideas with customers. Developed at GV, it’s a “greatest hits” of business strategy, innovation, behavior science, design thinking, and more—packaged into a battle-tested process that any team can use."