In the real-life cases where I’ve used concepts, my first comment to anyone who wants a product idea developed is, “That’s a cool idea. Are you prepared to become the concept owner of this?” If the person answers no or with something like “uh, that’s someone else’s job,” we stop then and there to avoid wasting time and energy on ideas that no one is passionate about. If you want it, you make it happen! The implied criterion is that you have to care enough to make it happen.
