Perfecting a new product’s proposition is an essential early step in launching a successful innovation. A poorly written concept can obscure a breakthrough idea, preventing it from getting the go-ahead. On the other hand, a well-written concept can provide a strong foundation for everything that follows, from product development to in-market activation.
In the course of testing more than 20,000 product concepts annually, we’ve gleaned a few tried-and-true tips for developing concepts that win with consumers.
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