Professional Concept Work («H32072»)

• Learning what makes convincing concepts
• Knowing which approach is effective for creating concepts
• Understanding why clarifying the brief is an early success factor for any professional concept development
• Learning how to develop concepts – from the «quick draft by tomorrow» to the «major concept development over several months»
• Learning to visualize important things
• Knowing how to convey the greatest possible benefit to your own target groups
• Knowing which «classic» mistakes to avoid at all costs

1 Introduction to professional concept development

• Quality criteria for professional concepts and decision templates
• Initiating projects with decision templates
• Using a tried and tested process model

2 Clarifying tasks and goals effectively

• Clarifying and analyzing top-down assignments
• Convincing with bottom-up ideas
• How to obtain a written assignment
• Defining and involving stakeholders

3 Researching information in a targeted manner

• Quality criteria for researched figures, data and facts
• Sharpening the view of stakeholders on the topic

4 Develop concepts as decision templates

• Identify starting points for the target concept
• From the rough concept to the detailed concept
• Working out decision alternatives
• Finding the appropriate structure and level of detail
• Define hard economic and soft qualitative evaluation criteria

5 Target group-oriented argumentation

• Finding suitable benefit arguments for different target groups
• Using facts and emotions to argue precisely for different target groups, e.g. board members, middle management and employees
• Justify the strategic relevance

6 Creating convincing presentations

• Visualize the structure of the presentation with storyboards
• Create a suspenseful arc with a suitable story
• Structure your presentation with the «leitmotif» as a storyline
• Present effectively with key messages and visualization

7 checklists with practical tips - best practices

• Checklist: Keeping time pressure under control
• Checklist: Possible applications of AI in concept work
• Checklist: Avoiding pitfalls and stumbling blocks - increasing chances of approval
• Checklists: Visualization, writing rules, review questions at the end

Technical impulses, case studies and group work, conceptual work on topics brought along, best practices, intensive exchange of experience, workshop atmosphere.

Bring your own presentation sequence (max. 5 charts) and e.g. your own letters, e-mails and/or decision templates (max. 2-3 pages) to practise on.

This course is aimed at specialists from all areas and managers at all levels; anyone who wants to make their conceptual work on strategic and operational future issues more professional.

There are no formal requirements for participation in this course.

We recommend booking at least 14 days before the seminar date so that you can receive any documents by post in good time.