Adam Malofsky, Managing Director at Elemence, LLC
The big picture. For most product developers, designers, and innovators in general the context concept seems often lost. People want to believe. They want the idea to do well. Problem is, companies are not in the business of ideas. They are in the business of making money by delivering a product or service that adds value under some particular, hopefully unique, competitive advantage. Ideas are none of those things, especially without context. Context allows you to position the idea, value the idea and truly understand if the idea has merit. Leave out honest, big context and you will fail and rather persistently at that.