In the A and B phase we have gained an understanding of the situation, gathered knowledge and explored first possible directions; we have arrived at the third stage of Imagineering: The creation or C-phase. We take a bold leap from Inspiration to Ideation and create two key elements that help us lead the way in designing for emerging processes: the vision and the concept. The creation phase is more or less the heart of the ABC Process. Here you decide ‘what makes it all tick’. Or to say it in other words , in this phase you try to discover what ‘the working principle’ will be like. It’s an important phase, because here you make imaginative decisions that are the basis for you future design, products and actions.
Creating a vision or concept requires an open mind, empathy for others and what could be, a sound trust in your own intuition, a moral compass and lots of freewheeling and testing. It would however be a misconception to think it is solely a creative process. One also needs to bring the vision and concept back to reality. Are they based on Golden Nuggets and reliable information from our A & B phase? Are they connected to the organization and its target group? How do they distinguish from possible competitors? No effective creative process can exist without a sound balance between using creative/ associative powers in combination with rational/ structuring powers.
Within Imagineering we relate to the vision at the most abstract and fundamental level of an organization. The reason of being. Identifying the vision can be done in a pressure cooked way if the organization or company already has a strong vision. If that is not the case, it may take more time to come to a ‘big hairy audacious goal’.
As visions deal with this WHY question, concepts go one step down the visionary ladder into the HOW. Inspired by the vision, they provide a much clearer approach. Concepts deal with getting people to become active and work towards the envisioned image. They represent a more concrete approach/ formula/ working principle. Moreover, a concept is additionally articulated in such an appealing narrative way (a one liner) that stakeholders are motivated to join forces towards that image.
A lot has been said and published about vision and concept. This webclip wraps up the most important ins and outs.
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Experience reminders are a nice and imaginative way of presenting a new concept to the stakeholders. In this clip you’ll find some useful tips and tricks to make intriguing experience reminders
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Okay, you have come up with a strong and imaginative concept. But how do you describe the experience? That’s often a challenge for most people. Here is a clip on ‘describing your experience'
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There is also a Dutch version on ‘het beschrijven van de beleving
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There is a huge difference between ‘just’ an idea and a ‘high’ concept. A concept is durable for instance. Or it has commercial power. But how do you ‘measure’ the force of a concept and when is it finished? Have a good look at this clip on concept judgement (if you can’t see the slides: they are also in the section ‘lectures’)
En hier vind je de Nederlandse versie:
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Who said that concepts have to be unique, once-in-a-lifetime and brand new? Often a ‘new’ concept is based on existing elements. A good way of composing a concept is the Molecule Principle. Here you find an explanation of how that is done.
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It sounds easy: let’s make a concept! But a lot of you have experienced how difficult it can be. In this clip you can see the ‘making of’ a concept step by step.
En hier vind je de Nederlandse versie:
A lot has been said and published about vision and concept. This lecture wraps up the most important ins and outs.
There is also a Dutch version:
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There is a huge difference between ‘just’ an idea and a ‘high’ concept. A concept is durable for instance. Or it has commercial power. But how do you ‘measure’ the force of a concept and when is it finished? Read all about judging concepts in this interesting overview (language: Dutch)
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There is a huge difference between ‘just’ an idea and a ‘high’ concept. A concept is durable for instance. Or it has commercial power. But how do you ‘measure’ the force of a concept and when is it finished? Have a good look at this lecture on concept judgement .
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Here you find:
The what, why and how of a concept
There is also a Dutch version: het wat, waarom en hoe van een concept
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Who said that concepts have to be unique, once-in-a-lifetime and brand new? Often a ‘new’ concept is based on existing elements. A good way of composing a concept is the Molecule Principle. Here you find a lecture note which explains how that is done.
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There are hundreds of ways to compose a vision. Collin & Porras provide you with a clear and powerful way to come to an imaginative vision (language: Dutch)
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A great book on experience design: Worlds of Wonder by Stan Boshouwers (Tinker Imagineers)
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Always wanted to know how to create meaningful concepts? The book 'Concept code' guides you through every stage of bringing an idea to life and to let it grow into a fully matured concept. It’s a practical guide to effectively improve ideas, policies, products, and services.:
Voor de Nederlandse versie:
Conceptdenken : van slapend naar levend : basis-praktijk-tools by __________________________________________________________________________________________________________________________
A nice article on the ideation phase of design thinking:
https://www.interaction-design.org/literature/article/stage-3-in-the-design-thinking-process-ideate
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Do you want to find the vision of an organisation? Check out these techniques:
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Feel like reading a book that sharpens your brain? Here is a list on very readable and interesting books on different subject
Geursen, S (1994), Virtuele Tomaten en Conceptuele Pindakaas: Hoe interactiviteit, zelforganisatie en bewustzijnsverruiming de marketing op z’n kop zetten, Deventer: Kluwer Bedrijfswetenschappen
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Het is een al wat oudere uitgave, maar nog steeds zeer actueel: het proefschrift van Joke Oppenhuisen ‘Een schaap in de bus’. Het is een baanbrekend onderzoek naar waarden van de Nederlander.
Een schaap in de bus? : een onderzoek naar waarden van de Nederlander by Here is a website with a lot of tools and canvasses to fill in for every phase of the ABC model:
A lot of sense and nonsense has been said about the word ‘concept’. Although a bit outdated this article gives a clear definition . Still surprisingly topical! (language: Dutch)
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Authenticity is an important principle in storytelling. People have to believe the story in order to be impressive. Joseph Pine wrote a book about it and a former student comes up with a sharp review.
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A lot has been said and published about vision. In this PDF you’ll find a number of useful insights. We also added the AMORE-criteria (language: Dutch).
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Do you want to describe the feelings that your concept should evoke, but do you need some inspiration? Check out this list of possible feelings:
