In addition to storytelling, we can use questions designed to…look at a product or service through a unique lens.…The answers to these questions can give us a more…provocative view of the product and possibly spark a new concept.…When we work our way through answering the questions it…can help refine our thought process, If we sketch our ideas.…To demonstrate this process, we'll need a specific…product to work with, so let's use moisturising body wash.…Since this process is aimed at shedding new light on a product, the questions can…be a little bit far fetched and…more importantly, our responses should be somewhat extreme.…
For instance, if you were to wake up one morning and find you've suddenly run…out of body wash, how would you feel and what would you use in its place?…Well, some interesting…scenarios come to mind. Right off, I envision someone rushing…around the house trying desperately to mix up some hand lotion with dish soap.…So, here we've got the dish soap, got the lotion,…and then we've got the bowl, working the mixing spoon.…
Author
Released
8/16/2013- What is concepting?
- Working with clients
- Doing your research
- Determining the core values of a product or service
- Using free association
- Building the written descriptives
- Using search engines to fuel ideas
- Flipping your ideas 180 degrees
- Creating a rough sketch
- Defining the refined sketch
Skill Level Intermediate
Duration
Views
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Introduction
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Welcome1m 8s
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What is concepting?2m 4s
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1. The Client
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Working with clients4m 14s
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2. Challenges Around Every Corner
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Doing your research2m 22s
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3. Establishing Core Values and Seed Phrases
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Determining core values3m 43s
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4. The Free-Association Process: Finding the Raw Ingredients
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Starting with seed phrases2m 55s
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5. A Concept is Born!
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Honing your ideas4m 20s
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6. One Great Concept Deserves Another
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The rough concept retrospect2m 12s
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7. The Rough Sketch
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Defining the rough sketch4m 34s
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Visually defining your ideas2m 56s
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The strength of iteration2m 17s
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8. 180-Degree Thinking: Does Your Concept Have an Evil Twin?
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What is 180-degree thinking?2m 46s
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Demonstrating the approach2m 29s
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9. The Revised Sketch: How to Make Your Great Concept Even Better
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Defining the revised sketch3m 25s
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Demonstrating the approach3m 46s
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10. The Refined Sketch: Tweak, Tweak, Tweak
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Defining the refined sketch2m 23s
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11. The Final Selection: And the Winner Is...
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Video: Using questions to distill the core values