IDEO’s Desirability-Viability-Feasibility (DVF) model is a foundational framework for product design. But when it comes to launching successful innovations, it’s just the starting point.

At Lodestone Innovation, we’ve found DVF to be necessary but not sufficient. Based on years of experience bringing new products to market, we expand the model with two critical additions: ???????????????????????????????????????????????????? and ????????????????????????????????????????????????????.
·      ???????????????????????????????????????????????????? – Can the consumer get it? No matter how great your idea is, if distribution is a barrier, you’re stalled before you start.
·      ???????????????????????????????????????????????????? – Can you grow it? If your new product doesn’t build toward a bigger brand and future portfolio, why launch it at all?

We also rethink the structure, not as a flat Venn diagram, but as a bullseye: a series of expanding rings that must be addressed in sequence for a launch to succeed.

The model below reflects how we guide teams through innovation. Of course, the process isn’t always completely linear, but ignoring the foundational layers risks wasted time, money, and momentum.

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Do you agree that DVF alone isn’t enough?