The conception of a good idea is a beautiful event but it's also one of great fragility. Here's a quick checklist that can help your idea survive in the field.

1. Write like mad, madly write. You need to let the idea out of your head and into the wild for observation. Grab your moleskine, dot grid, tablet or keyboard, use images, sketches, colors and unleash your idea into physical space.

2. Walk away. Allow the sea of creativity to settle.

3. Excavate. Return to your chaos and search, sift and dig for gold. Phrases and thoughts that rise to the top and will serve as keystones.

4. Interrogate. Sit your idea down in a dim room with a swinging light and grill it! What problem are you solving? Would you participate in this idea if it weren't your own? What's your mission? Where do you see yourself in 5 years? Do you even really care if this happens or not?

5. Clarify. What you have now may be good but it must be clear. Ideas attract ideas and though that can be a positive it can also lead to clutter. Eliminate as much as you can from your idea until you're left with its simplest form. "If you can't explain it simply then you don't understand it well enough." - Albert Einstein

6. Share. Take that clarity and pitch it. 10 seconds, 60 seconds, 2 minutes...GO!

7. Build. There is nothing quick about this step but keep in mind that form should follow function and that design is how it works. This goes for your team and your product.