Concept management
Product properties are becoming less and less distinguishing. Competing on the basis of price, quality, distribution and brand familiarity will not be sufficient in the long term. At a certain moment, every competitor will be at the same level of competence.
Investing all your energy into this ‘more of the same’ race will not bring you the results you require. What does help is the creation of a new race with different rules. The discovery of a distinguishing concept.
Concept management focuses on the collection, generation and development of new concepts. New concepts related to products, services, personnel, energy, semi-manufactured products and the values that result from a product or service.
Appointing a formal Concept manager will formally encourage concept-related thinking in the company. The role of a Concept manager is comparable to a Research & Development manager The R&D manager focuses on the opportunities that a new technology will provide for the company. The Concept manager focuses on the opportunities that a new concept will provide for the company.
The Practice for Bold Thinking can help you make concept development a formal focus of the management. Process-oriented but also content-based.
