The Difference Between "Concept" and "Poem"

Third Place (Starbucks)
Flying Bus (Southwest Airlines)
Factory for Creating Peace (Hiroshima Peace Memorial Park)

The "masterpiece concepts" that drive innovation are always expressed through metaphor. The reason is simple: the concrete reality that lies beyond innovation doesn't yet exist in this world. Therefore, it can only be expressed through analogy. Put another way, it's only through that analogy that participating members can intuitively grasp the "path forward" that no one has yet walked.

When discussing "how to spark innovation," this technique is crucial. That's why I repeatedly emphasize, at every opportunity, "Express your concept concisely using a metaphor." Almost inevitably, this leads to the onset of "poem" syndrome.

For example, when asking, "What new searchlight (concept) is needed to make people want to bungee jump?"

Bird ~ The Birth of a New Hero ~
Hop, step, bungee jump
Feel the wind!
Into the infinite distance

Depending on the person's experience, phrases like these often come up. But can this be called a "concept"? Unfortunately, the answer is "no." The reason is simple: it doesn't provide a new perspective (searchlight). While there may be slight differences in nuance, each is merely a (slightly obscure) rephrasing of the existing "view of bungee jumping" as a "test of courage jump."

It's crucial to realize that when creating a "product description," conceptually correct jargon isn't as effective as relatable, everyday language that evokes real feeling. That said, merely copying expression techniques without having a new searchlight within yourself just results in vague, rambling "poetry."

Wait a minute.

But leaving the definition of "poem" vague isn't good either, right? Looking it up, I found the etymology of "poem" comes from the Greek word "poiesis" (ποίησις), meaning "to make," implying "words skillfully crafted." If so, does a "concept" born from the technique of "metaphor" also become part of a "poem"? Hmm.

In this manuscript, I used "poem" to mean "emotional wording with ambiguous meaning."

 

Please, help yourself!