Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face. The inability to be objective and single-minded in one's concept writing efforts can make the difference between executing a marketplace win or a flop. Don't let it happen to you. Writing great concepts early on in your development cycle can save time, money and rework. You will discover how to: Determine whether you need a product or a positioning concept Learn tips and tricks to accelerate your concept writing efforts Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard Write Benefit statements that consumers understand and differentiate a product or service Craft Reasons to Believe that are consumer meaningful and relevant Prepare a concept to maximize quantitative testing potential