DFV = You start with desirability (Do consumers like it? Is it a welcome addition? Does it add value?), then filter it through feasibility (Can you actually do it?), and then the last step is viability (Can we make money on it? Is it worth doing?). The problem in business is we start with numbers, and numbers have a smaller solution space than words, thoughts and dreams do. I don’t think any of it works without trust as desirability, feasibility and viability all assume someone believes you enough to engage with the idea in the first place. So I would argue for adding trust to the front of the sequence: TDFV. Trust first, because without it, nothing downstream really matters. What do you think?