INTRO

People that work as concept developers speak a common language, which enables them to understand each others work. An architect can quite easily explain a concept to a software developer, or even to a scientist. They all develop concepts. What differs is the way they define the word concept. 

By avoiding the word ‘concept' and introducing the verb ‘concepting', we focus on a way of thinking! Or, being able to understand and reflect on abstract phenomena in society, to subsequently translate them into daily life innovation. 

Concepting doesn’t stand alone in aiming at the innovation of products and services. It co-exists with the disciplines of trendwatching and marketing; both also have an important strategic and/or operational role in developing new products and services. The concepting discipline is crucial though in translating abstract trends into concrete guidelines for product and service development.

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