The concept of a smarter world

Urban Björnström

Many claims to work with concept development.  Engineers,  teachers, and fashion oracles alike.  And us brand developers,  of course.  Just to name a few.  Google the term and you get more than 1,500,000 hits in half a second. So,  what’s the thing and what do we all have in common?

The word concept derives from latin conceptum, “a general notion,  the immediate object of a thought”.  From philosophy to science,  politics and design,  concept development is a way to shape principles and ideas that explain a complex whole.  Just as a prototype is a promise of a finished product,  a sharply worded and visualised idea can make us see the bigger picture.  When we don’t get stuck in details the path forward is clear.

At Grow,  we use concept development across our entire offering to build meaningful connections between people and brands,  whether it is through product innovation,  design,  culture,  communication and more.  Beyond our home turf,  concept development can be applied to almost any challenge you can think of – from promoting trucks to designing perfume bottles, and space stations or contributing to a sustainable planet.


From brand magic to math magicians

Some time ago,  I was thrilled to learn more about conceptual thinking through an article in Dagens Nyheter,  referring to  ”The Singapore Model Method for Learning Mathematics”.  It seems this tiny country has repeatedly scored top results in international studies Timss and Pisa.  Singapore has been among the top three in Timss six times in a row and first and second respectively in the Pisa surveys in 2015 and 2018.  The perspective of the article was that countries down the ranking could improve by following their example.

One key to the math miracle is the block method,  a conceptual approach to visually organize information contained in a problem described in text.  By using pictures and concrete materials to represent numerical relationships with geometric shapes,  abstract math problems become easier to grasp.  By envisioning the principles,  students gain confidence to take on advanced challenges.  Today,  all textbooks in Singapore schools must be approved to be in line with the C-P-A approach (Concrete-Pictorial-Abstract).


What’s your concept?

Once again,  it underlines the potential of concept development to create understanding and progress.  By explaining the world through clarifying ideas,  we can set the wheels in motion and at best spark an entire movement.  As a copywriter and concept Developer at Grow,  I’m happy to play a part in bringing brands and businesses to life.  Supporting my team in bridging the gap between strategy and creative execution through powerful ideas,  storytelling and designs.  It’s an inspiring challenge,  believe me.

So,  the next time you need a springboard in your brand or innovation work,  ask yourself – what is my concept?  And if you don’t have an answer,  we are always happy to help.


Urban Björnström
Copywriter and concept developer