The immersion process forces the innovation team to put on the hat of an ethnographer and look at the world with new eyes, open to discovering new insights about customers, their desires, their pains and their behaviors. The main contribution is a deep and new understanding of potential customers.

During the immersion process, the innovation team leaves on a retreat. The idea is to be cut off of all external influences and focus on developing a crisp and clear product vision. The idea is to bring clarity and structure in thinking.

Mens sana in corpore sano. The immersion phase suggests that swimming is a very healthy, but also enriching activity in stimulating creativity.

The main contribution of the immersion process is speed. Immersion process requires a team of specialists and experts to come together. Including the opinion of outsiders will only slow down the process.