 Design-driven innovation entails working very closely with potential users in order to satisfy their unmet needs. We can't leave the users out at any stage. However, interaction with users does not simply end after the initial market research. For a design to be successful, users must be considered and consulted throughout the innovation process. Let us go back to the example of the chair. Of course the chair, which has given us a front seat view from the very start of this course. Exactly. So let me tell you a story. I hope it's a happy ending. Yes, it was a happy ending after a long and arduous trek. For success of any innovation by design and for the innovation journey to smoothly traverse these potential perilous pitfalls, the innovation process has to meet and successfully traverse the seven concerns. The first concern is the cause. It is a resolve to solve a problem. The second is the context understanding the user and the scenario. The third is a comprehension which is arriving at design insights. The fourth is a check making a blueprint for the design a clear plan of action. The fifth one is the conception creating multiple ideas and combining them to create concepts. Now we come to the sixth one, the crafting making mock-ups, functional prototypes and pilot production. And finally the seventh one which is the connection that is getting back to the user for user testing and feedback. Let us see how we use these seven concerns in our bulky story. The thought process that drove us to redesign the Palki is a process I call the seven concerns of innovation.