What Is a Concept?

A concept is basically an A3 sheet of paper (12" x 16") with predefined sections for questions that should be answered before you enter into a conversation with the development team.


Think of a concept as a flexible minimum specification, on one page as shown in the preceding figure. The three questions to consider are as follows:

  • What is the product’s impact? (What gets better in the customer’s world when he or she uses the product?)

  • What are the product tradeoffs you’re willing to make and what must you stand your ground on?

  • How can you, as a stakeholder, arrive prepared for a conversation with the development team?

Imagine ...

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