When you're thinking of taking an idea to the next level and want to make sure that it doesn't fall down when interrogated.

Think about the emotional resonance, usefulness and business impact. Make sure your idea really delivers in all these areas. You may need to refine your idea or drop it.

1. Heart = Think about the emotional resonance…
   • Is anyone going to love this idea?
   • Will users be delighted by it?
   • Are you excited about it?
   • Will anyone even care?
2. Head = Think about the logic of this idea…
   • Is it going to make sense to everyone?
   • Does it offer anything useful or pleasurable to the users?
   • Does it support business objectives?
   • Is it a distinctive (from the competition) idea?
3. Hands = Think about the practicalities of this idea…
   • Is it deliverable within a set budget/time?
   • Does it rely on another thing, which is uncertain?
   • Will it get past all the internal compliance groups?
4. Consider if you should refine your idea or drop it completely.