Design in my mind has three phases: the concept is first evolved out of a reaction to a brief, or simply as a result of one’s desire to create something in the beginning. Perhaps it comes from a commission, or a request for ideas. It is then developed in the second phase and examined for either functionality, or usefulness and commercial value, and documented accordingly. Thereafter in the third phase, the concept is executed either by the originator of the idea or by other collaborators. Often it is said that the concept is one thing, but the execution is another thing altogether and is almost more important than the initial idea.