The main objective of the realization phase is to translate an approved concept design into a detailed description of how the concept, represented by a product or service, and the corresponding conceptcarriers, is brought to implementation.
This distinguishes concepting from product development. The focus of a concept developer is on designing the profound path to change and innovation, and not so much on designing the detailed product features.
The context of the realization phase is however on the level of the organization and the market area. The description of a concept must therefore be on this level of detail.
An organization has to be able to act, so adjustments can be made to the existing business strategy.
An important outcome of the realization phase is the clear perspective of how a concept will create value for customers and the organization. Value thereby is expressed is economic and social terms.