Use the Right Checklist

Sometimes innovators are tempted to approach concept creation with an exhaustive list of elements that need to be included. Consumer insight? Check. Benefit statement? Check. Claims? Check.


While this is a useful framework for thinking about concepts, the inclusion of all these standard elements matters much less than the clarity and quality of the information expressed. Focus on the content that will hook consumers and make them believe in the power of your product—however you choose to incorporate this information. Use our checklist, based on Nielsen's proven Factors for Success model, to ensure you're thinking like a consumer.

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