The high concept

What if you applied high concept thinking to your marketing and business strategy problem solving?

The high concept is usually associated with movies and pitching a story idea. It starts with asking “what if” to catch the attention of the audience and compel them to learn more.

Applied to marketing and business management, there’s too much “it’s always been that way”, “we can’t change, the system is locked”, “we’ll have to change too much”, "it's too risky".

Not enough “what if it wasn’t that way”, “what if we altered the system, interrupted the process”, “what if we could change enough to do more than we ever thought possible”, “what if we could change the world” or “what if we were world famous”?

Examples? What if a giant shark terrorized a beach community? What if a man could fly? What if your toys came alive when you weren’t playing with them?  What if you could control your dreams and use them to plant ideas and actions?  There’s a pattern of smash hits going on there.

High concepts are at the leading edge of any curve that’ll drive your purpose forward, whatever the context.  They shift the paradigm away from what's normal and expected.

Fortunately, the high concept isn’t just the realm of Hollywood or the creative, though you have to want to embrace it and dare to dare.

You may even get a smash hit on your hands.