The Business of You: Here's An Idea - Have A Concept!

by Kenneth J. Weiss
September 19, 2005

"There's no shortage of ideas." Businesses, investors and even entrepreneurs love this phrase. "Making it happen - that's the key." Often follows. Is this true? Are ideas so abundant that the economy needs a galactic B.S. distiller to find the really valuable ones? If this is so, why does business seem to be devoid of truly original thinking? Organizational issues and bureaucracy are certainly to blame, but the real problem is that people stop short. They fail to recognize the difference between and idea and a concept, and more importantly how to change ideas into a full blown concept. So is the world full of ideas? Yes. Concepts? No.

An idea at its most basic form is an interesting thought. An idea is relatively simple, probably fresh or young and can be communicated to others in a relatively short time. Ideas are a long way away from being an actionable initiative or business plan. Every idea must be shaped into a concept. Concepts have context, definition, differentiation and even a little soul.

Here's how to change those whiteboard scribbles into meaningful concepts.

1. Prepare.
This doesn't mean market research and number crunching. Preparation means putting aside your initial interests and bias and objectively surrounding your idea with possibilities and consequences, both good and bad. Think about timing. Think about lifecycle. Think what needs to change in and around the organization for the concept to work.

2. Think to The Point of Confusion.
If all of the parts are falling neatly into place, you're not doing it right. When everything is making sense, you are not pushing the limits enough. The easy ways are not the best ways. Ideas should lead to obstacles, and obstacles are often the real opportunity.

3. Let it Simmer.
Once everything is on the table, you'll need to give it some time to sink in. Let relationships emerge. Engage is some word play to discover the personality of the concept. Examine the concept from different perspectives - not just the usual ones. Be unusual.

4. Watch The Light Bulb.
At some point raw intuition will take over for systematic thinking and the concept will spring to life. The idea turned concept will have depth and dimension. It's interaction with market forces can be imagined. Explanation will turn into prophesizing.

5. See What You Have.
Now that the idea is a concept, how big is it? Is it a career maker or game changer, or is it just a base hit up the middle?

6. Elaborate.
Based upon your evaluation, you may find it necessary to fill in some holes or stretch it in a particular direction.

When you are done with the process, you'll understand why ideas are many and creating the concept - the first part of making it happen - is really the key.