Idea generation is the most critical phase as companies generally do not have many ideas to evaluate. Boaz et. al. (1982) state that a company must generate at least 7 ideas to generate a successful idea. Griffin (1997) conducted a quantitative study on the success of new product ideas and found that only 15.2 successful ideas are generated per 100 ideas evaluated. Given this low success rate of new ideas, Bhuiyan (2011) suggests clear customer involvement in the idea generation phase through feedback, surveys or personal interviews. Bhuiyan (2011) finds that only customer involvement can increase the probability of NPD project success. Customer feedback and surveys are a good way to know the exact needs of customers to shape your value proposition when end customers are concerned. But there are several business to business (B2B) industries that are so competitive that corporate customers don't feel comfortable sharing ideas or co-creating strategies for NPD. This leaves companies with their own intelligence and creativity to develop new ideas of value