What is a concept

Writing concepts - The 10 stumbling blocks in developing a concept

Katja Ischebeck, author and trainer for successful concepts

A well done one concept can become a real career accelerator.

In practice, however, 70 percent of the concepts fail. The good news is: Concept work follows patterns and rules - and that's why it can be learned.

These 10 typical stumbling blocks come up again and again

(Guest author: Katja Ischebeck)

“Do it…”, it is often said, as if you could just shake a good one off your wrist.

The systematic development of conceptual competence, also in the context of projects, is often rare in companies.

Project managers, executives, specialists or project staff are faced with a task for which they often lack the tools.

Stumbling block no. 1: Too quickly with solutions at hand

Most of the time, the solution is started before the problem is understood. It is worth taking a closer look, because a hasty approach to a solution rarely has the potential to get to the root of the problem. One of the most important reasons for the frequent failure of concepts is that the problems remain unsolved.

Stumbling block # 2: The power of questions underutilized

The way to an understanding of the problem leads through questions. But the concept developers rarely ask sufficiently consistently: Sometimes they don't trust each other and feel self-conscious. Or there is a lack of knowledge about correct and targeted questions.

Stumbling block no. 3: Totally underestimated the time required

Nothing is done as quickly as it seems at first glance. Concept developers should plan enough for their own tasks, as well as slack time for those phases in which they have to wait for information, results, or assessments from third parties.

Stumbling block # 4: slaying the amount of information

Lost in the jungle of information and details - that can easily happen: Concept developers need a compass with which they can focus themselves and the recipient. Formulating core messages has proven itself as a method.

Stumbling block no. 5: Thinking too small

Concept developers are allowed to think boldly and question the existing - that is the wish of their client. A concept assignment always includes the desire for something new.

It is true, however, that those involved can feel trampled on by new ideas. That is why concept developers need not only courage but also tact and intuition.

Seminar: Creating successful concepts

Stumbling block no. 6: "I'm not creative."

Are only artists and advertisers creative? - The prejudice is widespread and just not true. As adults, however, we rarely live out the creative side. Analytical thinking is more in demand at work.

Concept development has both analytical and creative phases. It is helpful to carefully separate the two phases and to allow creative techniques to throw you out of the box when you think about it.

Stumbling block no. 7: "I cannot convince."

Some good things are gathering dust in the drawer because the presentation was not convincing. The key to being more persuasive is to take the point of view of those who are to be won and to base your own arguments on it.

Stumbling block no. 8: "It has to be perfect."

The demand for perfection gets us down - and doesn't let us get done. If you feel a perfectionist trait in you, just keep this in mind: In 20 percent of the you will achieve 80 percent of the result. Do your thing well and make it happen.

Stumbling block number 9: Even a good concept does not sell by itself.

A good one needs to be attractively packaged so that it wins over its recipients. In addition to the form, think about when you will inform those involved and possibly include them in the development of the concept. In this way, you build a blockade attitude that can arise when those involved are confronted with a fait accompli.

Stumbling block # 10: what's the best way to go about it?

Many tasks and work steps are required in concepts. Jumping back and forth between the work steps costs and leads to stress. A plan helps: structured work leads to success.

Textbook: Successful Concepts

In the new textbook by the author Successful Concepts: A practical guide in 6 steps (whitebooks), the 6 phases of concept development are explained in detail and underpinned with many examples, tips, checklists and digitally usable templates.

Publisher: Gabal, 3rd edition
Pages: 160
Binding: hardcover

Buy here from Amazon (click on the picture)


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