Melodies in Marketing

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A model for concept development I put together, as part of a weekly series of info diagrams from different designers, marketers, and other creative types. The series is called “Think Draw Make”, the website is www.thinkdrawmake.com , and is organized by DT of DesignSojourn.com

Here is my official explanation of the diagram, as left by my comment at ThinkDrawMake:

My inspiration is from product development phases, with the understanding of ‘product’ as being wide open to include objects (physical and intangible) for commercial, nonprofit, personal, and communal use.

The word ‘Market’ may imply designing an object for commercial use only. However, it could be stretched so that we simply mean looking at non-competitive objects elsewhere in the world. This may be done for noting best practices, styling, and other inputs into concept development.

In the diagram, multiple ideas are thought out then each is examined against:

- Our Objective or Scope
- Quality (as a function of time, cost, and absolute value)
- Strategic Fit (organizational or personal values, culture, intended future direction)

If the idea passes that preliminary intuitive test, then it’s a good ‘Concept’. These will then be further explored and refined through detailed descriptions, models (drawings, 3d forms, etc.), research, and viability analysis.

The second screen simply asks which concepts are worth making, given our scope, their viability, attractiveness, and whatever constraints we may have (time, money, etc.).

Then we build prototypes and lastly, finished objects. In the diagram, we began with 5 ideas and ended up building 2. I don’t want to make the whole process seem too disciplined or difficult – but hey that’s life – to make great objects we have to be a little critical, you know? Money and time doesn’t grow on trees