How to create new concepts
You have an idea on a post it, and want to take it to the next level. How do you go about doing that ?
Whether you’re a student or a startup, at some point you will have to come up with a concept that stands out from the others in order to get noticed. A post-it doesn’t quite cut it. A poster is better, but it can feel wishy-washy. A pitch deck on the other hand, is too much. What’s between a poster and a pitch deck ? Create a solution concept.
A solution concept has enough details and context to make the value of your offering clear, but stops short of discussing questions on viability. It’s the what, before the how (much). With the what explained clearly, you should have much less trouble explaining the how and how much. Or much more trouble, if the investor likes the what, depending on how you look at it.
A good solution concept should leave a clear impression on the listeners mind. It should have :
- A strong Core, identifying what it is. It needs to reference-able, so that the listener can mentally compare it with something they’re familiar with.
- Differentiating Attributes, so that the listener understands how its different from what they know. On what attributes is it different and on what it is similar ?
- Be emBodied so that the listener understand how your concept will be used in a realistic situation. How will your concept be used ? In what kind of a situation, typically? What will trigger its usage ?
Remember C.A.B : Core. Attributes. Body.
Here are the three stages visually :
( image coming soon )
Core :
You want to make two things clear in the first few seconds about your concept :
- What is it ?
Your name should make it clear, what your offering is about. Tinder is about creating sparks, Facebook is about pictures of friends, Instagram is a telegram for photographs with an instantaneous quality to it , AirBnB is for bed & breakfasts, KickStarter gives your creative project a kickstart, YouTube is a place where You can be on TV.
What is you concept about ? Is there a verb or noun that best explains it ?
- What is it like ?
A new term can be disorienting. Why is it called Burbn if you’re not selling alcohol ? Listener’s need to be grounded. Do this by using an analogy. Analogies are shortcuts to thinking. You use it to bridge an existing concept to your concept, grounding your listener. For example, Aliens was pitched as “Jaw in space”. Twitter is an analogy in itself. Twitter is like birdsongs for people. Decoded it means “ Twitter is a collection of tweets. A tweet it a part of a birdsong. A tweet is short, sweet and worth listening to. If you come here, you will read short, sweet pieces of information that are worth listening to”. All that from one word. Same for Facebook, AirBnB and the others you know
What is your concept like ? Find a metaphor that fits. If it done right, your listener will know immediately what your concept is about.
Don’t do this for that, though. That’s a cheap shot. Rather than do the hard work of coming up with a metaphor that embodies your concept, this is playing with words to see what sticks. This is not combinatorial exercise. It’s derivative. Find a metaphor that resonates with the essence of your concept. That requires you to know why you’re doing this in the first place.
Attributes :
You want to make two things clear in the next minute :
- How is it similar t0 everything else out there ?
This requires you have done your competitive research to know what else is out there. With that in hand, create a strategy canvas showing red ocean attributes — things your concept is expected to have because everyone else has it. e.g. new high-end in ear headphone is expect to have moulded earpieces, discreet look, stylish form - How is it different to everything else out there ?
Next write the the blue ocean attributes — things only your concept has that no one else does. Yet. e.g. Wireless, bluetooth pairing with full voice control, wireless re-charging. As an example, if were competing with the AirPod, you would take what Apple has done and differentiate from that.
Keep it simple. One chart with attributes along the x axis and low, medium or high intensity on the y axis will do it.
Body :
In the last 3–4 minutes, you want to create a narrative which shows how your concept is likely to be used. This is the body on the underlying structure of attributes and the core. This requires you to make three things clear :
- Situation
In what situation is your concept likely to be used. If it wireless in-ear headphones, when is the customer most likely to pull these out. After lunch ?during a workout ? when riding back ? Pick a likely situation - Trigger
What is likely to trigger her reaching for your concept ? The ambient noise around ? Desire to focus ? Desire to tune out the environment ? - Change From Status Quo
How do things change for your customer after using your concept ? Why is life better ? All your differentiating attributes should find a way into this to make this a compelling case.
Use the SAP Scene’s tool to make this easier :
And that’s it ! 5 minutes and you’re done with pitching your concept. Next you should address questions on viability — how will you price it ? Why do you see customers paying for it ? What friction are you eliminating for which customers will pay you ? How severe is the friction or the unmet desire. More on that in a next post.
p.s. Kenn Sugiyama , let me know if this helps. Anything that could be better ?
