Spinning Thoughts: Discovery! Mode③ (Concept = Idea)

Sorry.

Readers who have followed this column from the beginning may be confused. In Part 5, we defined "concept" as "a new perspective for solving problems to achieve goals." Yet in Part 11, it's described as "a new perspective for solving problems to achieve goals (= idea)."
What's the relationship between concept and idea? Right?

According to one senior colleague, "There are three types of advertising ideas: brand strategy ideas, expression ideas, and media ideas." The "brand strategy idea," often called the "big idea," is actually the same as what management studies calls the "concept." Both mean "a new perspective for solving problems to achieve a goal."

Kurikoma Foods makes delicious milk and and yogurt in Akita Prefecture.

However, in practice, "idea" is often used in a much lighter sense. My Kojien dictionary defines it as: "① A sudden thought. A conception. A plan. ② An ideal. → Idea." It seems to carry a stronger nuance of being fun but unrealistic.
On the other hand, "concept" is so important in the world of business administration that it's said, "The importance of concept in a strategic story cannot be overstated." Perhaps because of this, many people seem to think it should be much more serious and safe compared to an idea.

 

For example, how might the "concept" for Kurikoma Komachi Yogurt be defined internally? This is purely my own speculation, but it might go something like this:

"Kurikoma Komachi Yogurt" is a breakfast yogurt made by blending Kurikoma Highlands yogurt with porridge made from the brand rice Akita Komachi. It offers satisfying texture yet is low-fat, making it enjoyable for a wide age range from children to the elderly.

Or perhaps...

　"A New Yogurt Experience"

How about that? I suspect the concepts around you are along these lines. But is this really a "concept"?

The concept (searchlight) illuminates the darkness of the experiential world.

 

As introduced in Part 5, American sociologist Talcott Parsons explained that concepts are like "searchlights" illuminating the experiential world. "In darkness, we can only see things by the light of a searchlight. Similarly, we recognize things illuminated by the searchlight of 'concepts' as 'facts'."
Given this original meaning, many "concepts" in the world today merely offer explanations or wordplay without illuminating anything. "A new yogurt experience" doesn't really tell you what kind of new experience it is, does it? It's rare to encounter a genuine concept like "Art is an explosion," where just hearing it intuitively conveys what it aims to do.

The call to "rethink concepts" likely signals a moment where current extensions have reached their limits, demanding innovation. And innovation is the process where genuine concepts like "Art is an explosion!" illuminate new experiential worlds while simultaneously overturning previously accepted common sense.

A new concept illuminates a new world and overturns common sense.

 

A "concept" as a new perspective that sparks innovation cannot be derived through correct, earnest, safe, and logical thinking. Because it lies beyond the extension of past experiences. We need to think of it more as the seemingly unrealistic, fun thing people associate with the word "idea."

 

This is precisely why I compiled Dentsu Inc.'s "methodology for generating ideas" into what I call "Circular Thinking." My greatest hope is that this methodology will be utilized not just in advertising, but broadly across business as a "methodology for creating concepts." "If you want innovation, talk to (excellent) advertising professionals!"

Um.
For the foreseeable future in this column, I'll be referring to "new perspectives for solving problems toward a goal" as "concepts (ideas)."
And next time, we'll finally dive into the fourth mode of Spinning Thinking: "Polish." I plan to add a bit more talk about delicious food and take things at a leisurely pace.

Enjoy!
 

 

 i Excerpted from Ken Kusunoki, Competitive Strategy as a Story (Toyo Keizai Inc., 2010). "It's not about thinking it's a great strategy, but rather an interesting story you want to tell others."

ii Excerpt from Masaaki Takane, The Methodology of Creation, Kodansha Gendai Shinsho, 1979.