What's a Concept?

Many of us have been on the giving end or, much worse, the receiving end of a statement like,

"Yeah, that looks nice. It's creative. But

Where's the concept?"

Uh-Oh! They didn't get it. Not the Big Idea you hoped for, huh?

What do you do now?

Well, you could take a walk in the park and hope for inspiration. You could go back and sift through all of your research again. You could ask your creative friends what they'd do.

But maybe you need to ask, "What's a Concept? And how do I find one of my own?"