At Ideas in Focus we believe that creating new product concepts is one half art and one half science. We have written thousands of concepts across dozens of categories. From business to consumer to business to business, from pet food to people food, from the exotic to the mundane, we have written a concept. Our approach is structured and rigorous, but our writing style is approachable and friendly.

Our writing process begins with a detailed outline that asks and answers 12 key questions for each idea. Over the years, we have learned that if you can’t answer these questions, you won’t have a strong concept. We then draft and re-work the copy until it is focused, concise, and reads like a conversation, not a report. Finally, we create an illustration that embodies the spirit of the concept and helps reinforce the idea. Throughout the process, we work closely with the client to make sure they are involved and satisfied. The results is concepts that test well and provide an accurate assessment of the idea’s potential in the marketplace.

Our Process

• Concept Outline
• Draft Concept
• Final Concept

Concept Testing

We also offer an iterative concept testing process that helps refine and improve the concepts on the fly. Strong ideas are made better. Weak ideas are discarded before more time or money is wasted on them.

Please give us a call if you want to learn more.