• Are you confident you have a single-minded proposition?
  • Do you know which of your new product ideas will best resonate with your target audience?
  • Do you know the most compelling way way to talk about your new product or service offering to potential customers?

Ideas are a dime a dozen. Finding the good ones usually requires creating a concept to get feedback from customers to help refine and select the best ideas to move forward. With our years of new products and positioning work, we've written hundreds of concepts, both for new product ideas and for ways to position existing or new products.

We've found that less is more when it comes to concepts, but less is also more work when there are so many good things to talk about. Distilling the concept down to the essence of the idea ensures that you understand what your customers are responding to, so you know what you need to deliver. Kitchen sinks are good for kitchens, but we stay away from them for concepts.