A concept is a description and visual representation of a product, message or package that consumers can react to as if it were in market. A concept can include a range of elements, from insights statements, to positioning language, to messaging and benefit statements, functional varieties and features. The example sketch below, from the life sciences industry, includes the MOA (Method of Activation) and clinical endpoints.

When variations are specified for many of the elements of a concept, this creates an innovation space.

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