How concept sprints can improve customer-experience innovation

www.mckinsey.com

The concept sprint is a fast five-day process for cross-functional teams to brainstorm, define, and model new approaches to business issues. 

Pretty much the same principle as the Design Sprint, where they compare an idea to a concept. A concept sprint "addresses that shortfall through a set of activities that turn an “idea” into something that has a greater chance of seeing the light of day and succeeding in the marketplace."

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