Your potential customer or your manager are not impressed by a dry list of specifications or a vague concept description. The Product Box exercise is loosely based on the ‘Design the box’ exercise from the book Gamestorming by Dave Gray and Sunny Brown, and the game Product Box in Luke Hohmann’s book, Innovation Games: Creating Breakthrough Products Through Collaborative Play. It helps you when you need to convert an abstract concept into something tangible that you can evaluate with people that were not intimately part of the design process.