Introduction

Evan says there are different kinds of concepts and we might ask what kind of a concept do we want for here. dictionaries will give us a definition of this term as say somebody who you know deals and ideas but that's useful for that sort of purpose. So one kind of concept we could have is maybe a brand promise like a description of what it is we are promising to our customers in some way. Or it could be like a personal goal statement if I'm declaring myself to be an intellectual what sort of goal of I just declared myself to pursue? These are at least three different examples of different kinds ofconcept you might be looking for.