At this stage we imagine potential commercialisation strategies and run through a detailed assessment model for each option. This phase goes beyond simple SWOT analysis by considering how markets and competitors are likely to adapt over time and how this will impact a business’ competitive advantage. The landscape continually alters in response to changes in general macroeconomics; political/legal environments; technologies; customer tastes/demographics; and other factors. How a business creates options to benefit from changes defines its long term competitive advantage. Only viable technologies with provable lasting potential proceed to step 2.