The method provides the students with an overview of three important aspects of their idea: the core -, formal-, and extended levels. These levels help the students evaluate and address different aspects of their ideas, which can lead to further idea development.
The students draw three boxes on a piece of paper. In one if the boxes, the students draw or write the core value of the idea. At the next level, the students draw the formal appearance of the idea i.e. the physical part, like colours, style, and quality. Finally, the students draw the extended value that the idea offers; for example, customer care, delivery, services, installation and the like. Based on this model, the students discuss whether the idea is strong enough for market implementation or whether it needs improvement.
The students present their idea levels for users or other stakeholder in order to get constructive feedback (see Idea-opportunity Transformer).
Kotler et. al. (2009) Marketing Management. 1st European ed. Prentice Hall