Despite popular misconceptions, good creative work doesn’t often come in a flash of inspiration; usually it comes from lots of trial and error. This is why we need to take the time to consider several approaches (concepts), work them through, and try them out. Then revise them.
It is our experience that it is best if we present our concepts to only the key people involved in the project. This ensures that we all stay focused on the problem and are not distracted by too many personal opinions.
After presenting, we’ll ask for comments. Comments are input for revising the rough concepts into a finished one. We then schedule a second presentation, from which, minor refinements are made as necessary.