In this phase, the main issue is selecting the right ideas, turning them into something implementable and then actually DOING them. Today's organisational and management structures don't allow good innovative ideas to become visible. Innovative ideas can come from anywhere in a company. Yet, they have to be selected by management in order to become real options. More often than not they stay invisible.

The best thing management can do to help is to provide the resources, freedom, flexibility, protection and support.

Ideas don't care who
owns them, and they don't care who's mind they came out of. They only care that they are used.
–Paul Williams

Design thinking: Step 3 – Design

Design approach = Build prototypes to test the design and to align stakeholders in the process.
Business innovation = Cull options down to a manageable number that will "wow" the customer, combining business value and strategic potential.

DT = DEFINE  +  DREAM  +  DESIGN  +  DELIVER

The ideas and possibilities generated in the dream stage are reduced and refined to things which can be actually be delivered. At his stage you also begin to explore what may be wrong with the ideas or how they could be further improved.

Designers have evolved visual ways to synthesize ideas and this is another one of the obstacles for those new to design thinking; a discomfort with visual thinking. A sketch of a new product is a piece of synthesis. Designers do much of their work visually. Because it's pictorial, design describes the world in a way that's not open to many interpretations. Designers, by making a film, scenario, or prototype, can help people emotionally experience the thing that a strategy seeks to describe.

When it comes to thinking creativity confidence plays a big part. Lack of confidence has caused many to give up or abandon a great idea. So having confidence is a major attribute of the creative mindset - confidence in your ability, confidence in your idea, and confidence to sell it on.