The model describes the seven stages of shipping a product - from identity to using.

Identity. In this phase, you study the world around you and observe data, facts, and feelings. Your task is to identify your conditions and your relationship to these conditions using your experience, logic, and intuition. This is a foundation for each subsequent step. Problems, challenges, and visions emerge from this state of mind.

Vision. In this phase, you seek what can be created. This is an image of the there you want - based on a feeling of emptiness. This is predominantly an intuitive phase, which is experienced in images and impulses. You are the artist or visionary capable of capturing the imagination of others.

Intent. In this phase, you analyze the situation and decide to act. Intent is about clarity, personal ownership and commitment. It is akin to adolescence: frustrating, angry, and ambiguous. Your knowledge of the issue is enough to act - an act still burdened with risk.

Insight. This is the Aha! stage in which a synthesis occurs between all that has gone before; complexity assembles itself in a unique way. Having appropriately created the problem the solution becomes obvious. The mind begins to think on the levels of policy and strategy in order to enable efficient implementation.

Engineering. In this phase, you engineer ideas into practice. The art of design reveals the quantitative and qualitative decisions that need to be made. You apply skills, techniques, discipline, and language to your models using a variety of learning intelligences.

Building. This is the phase of manufacturing, producing, and marketing. A fit design that is eloquent, comprehensive, and economical ensures high value and return on investment. Equally important are the principles of “lifecycle economics (where time to market is as important to low costs) and feedback and iteration cycles.

Using. In this phase we test, evaluate, and measure our products and our success. The process of using brings new insight, which in turn, is used to redesign and re-create our ideas. Often forgotten in conceptual work, this phase is the essence of rapid prototyping - the ability to quickly get ideas implemented.

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