Use a concept.
That comes from Steve Koloskus. And that's really what it's about here. Without the concept, the client will go away without a solution that really works. It's a good reminder for those in the industry and those, like the students here, hoping to be.
Last year, Steve Whittier, the man from Factory Labs who wrote last year's brief, told the students that executing the concept should be a given, that they wouldn't be here (at an event like this) if they couldn't do that. He reminded them though, that the concept is the thing to put the effort into. We're about to see what kind of concepts our teams tonight have come up.
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