Writing concepts can be difficult, requiring the right elements, formula and language. So what’s the best practice when it comes to concept writing?

Concept writing is both formulaic AND an art form—but finding the right balance between the two can be difficult. Here's the art and science of concept writing.

There are times during innovation when exciting ideas fail to make it off the ground, usually because they are turned into poor concepts. Don't let this happen to you. Here are 16 reasons why your great idea may have failed to take off.

Ideas To Go alumna Katie Konrath explains how and why product descriptions benefit from just one benefit.

There is a time for focus groups in innovation and concept development. But when it comes to idea generation, you may need to look for more proactive consumers.

Take this quiz to test your knowledge on consumer insights. It is easy to frame insights as reverse benefits but they don't set concepts up for success.

Set yourself up for success by deciding these 5 things before starting your ideation session.

Just because your concepts aren't passing during BASES doesn't mean they're dead. Concept optimization and refinement is designed to specifically make your concepts better. Don't let a great idea be bogged down by a poor concept: here are 5 reasons to optimize it with the voice of your customer.