What’s the Big Idea?

Concepts can help you start a focused conversation so you don’t get lost in the details. If you cannot squeeze your product idea into an A3, you probably haven’t quite grasped its essence yet, so more discovery work is needed. Concepts can help you avoid situations where fuzzy problems are handed over to UX, architects, and developers who have to reinterpret the problem to create the grand design—a sure recipe for scope creep.

Concepts enable people with good ideas, regardless of role, to develop new things. This person could be a salesperson, a developer, a consultant, a client—anyone who is passionate about an idea and who is willing to follow it through. No handover to a product owner is necessary. The passionate person ...

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