Writing

Wording your thoughts. You might be taught otherwise, but writing is actually the most important part in developing a concept. Don’t think you’ll get away with a powerpoint (As M. Gladwell put it ‘Power corrupts, PowerPoint corrupts absolutely!’)

Write. Write down your idea. Write it down in detail. And again. No bullet-points. No ‘oh we’ll solve that later’. Write down how you read the briefing and how your reading can lead to only one solution. Then voice your solution. Show how it will work, tell why it will work. And if anything is not ‘right’, get it right immediately. If you can’t get it good: throw away the idea, it's bad. Get a new one.

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