Hi Anton & Emmy, love the idea and the UX Maps are very realistic and relatable. Just a few points I wanted to note on the idea. 1) In the blurb, you stipulate that the earmuffs will be 'noise-reducing'. I'm curious to what extent will noise be reduced (is the same as acoustic foam?) and how you plan on testing this? I'm aware you're only in the research and early testing phase however given the nature of the concept it would be a crucial selling point. 2) The Business Model looks like it reflects Nike's mission, however, the Values area states that currently, earmuffs are known as a 'throw away item'. Given the Project Brief for this challenge, changing this customer behaviour would be essential to ensure the product wasn't creating waste again. In this, fulfilling the unmet need or pain points of the personas documented in the UX Map would be crucial moving forward. Love where this idea is going!