A concept, a vision and an argument

Let me put myself as a creative person.
If I'm gonna ask you right now, what is a concept, there would be thousand of answers but nothing is clear of what it's all about. Personally, I believe that a concept is actually a blurry thing, a concept is a conception.. a beginning of thoughts.. the origin of a vision.. a beginning of an idea, the breathe of life of life.
And it will certainly not clear. It's just a scribble of thoughts. A sketch of visuals and some faze line of words that may be or may not be right, but more or less, on a certain direction..
But as days pass me by, I begin to realize, that a concept could be clearer..
It is as clear as a solution to a certain problem.
The presentation of the concept is however, require another trick.
You will face either a creative or account director when you present the concept.
Here's some tips:
- Prepare your concept well enough. Begin with the actual problem that agreed within the team.
- Use your logic to pull the connection between your problem to the concept. If somebody asks you: why the concept could answer the problem? Use your logic well, answer the question by building a strong argument.
- Every part of the problems should be answered well by the argument. Check and check it out again. Make sure the argument is strong enough, either to answer the common logic of the problem and the marketing point of view of the problem.
- Present the argument clearly. As clear as possible, so the concept would suit well to answer the problem.

Okay. There's the route of the thought.
If we are thinking backwards to seek for a concept, then this route could be used as well to find a concept.
First, by asking to understand the problem, second, ask yourself on how to solve the problem? What is the part of the problem that is that so absolute that cannot be ignored (make it a must to be solve, even if the answer to the problem is not making the visual look beautiful, do not undermine it, have it, embrace it, and make it a must. Because it is part of the problem, and you cannot ignore it.).
The last part, create an argument, how can the problem be solved?
Use your imagination, create a vision. Make the vision comes true.