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Archives: March 2017
In a Word

The ABCs of Good Concept Writing

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Image of the two types of concept writing

In some recent new product concept writing assignments, I’ve discovered that there seems to be a lot of confusion from company to company around some of the ABCs necessary for building a good concept. It’s true we have our share of acronyms in talking about the building blocks of good concepts—RTBs, ACBs, etc.—but it appears that there are two very different (yet similar) ways of building concepts depending on your internal culture and nomenclature.

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