How to filter your ideas for a core concept statement

You could also call this "The Future Is Here Filter"

This is helpful when working on a firm’s positioning / core concept. 

It’s a 5-step process: 

  1. Problem definition
  2. Research + discovery
  3. Ideation
  4. Filter
  5. Build + Measure + Learn

Here, we're looking at how stage 4, the filter, works.

Once you’ve worked on a selection of possible concepts, you should ask these 15 questions:

1. Is it true?

2. Is it authentic?

a. Does it reflect what the micro-homes could mean to govt, landowners, people?

b. Without over-egging it?

3. Is it better?

a. Than what we have already

b. Than alternatives

4. Is it easy to understand?

5. Is it easy to recall?

6. Is it natural to use?

7. Does it make the person who uses the term look good?

8. Does it add to what we have already?

9. Does it give it a shape?

10. Does it reflect the relevant emotion (frustrations, awe, joy etc)?

11. Is it triggered by internal thoughts and external events?

12. Does it resonate with the listener/reader/user?

13. Is it the sort of thing that a person is likely to say publicly?

a. If a politician, to say

b. If a landowner, planner, eg to say to her boss, the board, a colleague

c. If an “influencer”, to write in an article or column, or say at a seminar

14. Can it become the default way of explaining what you do?

15. Does it suggest more information than the word itself?

Like to know more, or like our help, crafting your core concept or positioning statement, get in touch


We'd like to thank the people whose work and thinking has inspired and informed the Future Is Here's Filter: psychologists Daniel Kahneman, Edward Deci, Richard Ryan, Ryan Howell, Elizabeth Dunn, Michael Norton, Mihaly Csikszentmihalyi, Tim Kasser, and Tom Gilovich; and business experts, and authors of the best-selling book The Experience Economy, Joe Pine and Jim Gilmore.