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possibility, change, development, or problem. With context we here refer to the organisation, the consumer, or the environment. This trigger moment results in an imbalance in one of the stages of the concept. With this ‘trigger’ the process of concept thinking starts. You see something in the context, are triggered by a question/opportunity/possibility/problem or sitution within the organisation, for the consumer, in the environment, or in a combination of these. You determine where in the three stages of concept thinking this ‘trigger’ emerges and where on the concept ladder this situation is presenting itself. In order to answer this
Figure 3.1 Dynamic Concept Code Model
effectively, you check whether there is already a higher concept. If an organisation already has a concept, this means that you will be developing a new concept with an accompanying vision within the already existing vision and higher concept. If there is no higher concept yet, you need to create everything from start to finish. To this end, you will be zooming in and out. This generally means that you will quickly end up at the dormant concept. By means of a number of examples, we will demonstrate this principle of zooming in and out.