John Cunningham was an English aviator captain in World War II.
His squadron was reputed to shoot down twice as many German planes compared to the other Queen's squadrons. John's secret was known throughout the country.
He liked to eat carrot. Because of this, his vision was extremely sharp. Due to vitamin A, John possessed the ability to see better between alternating light and darkness, allowing greater control of tactics and precision in confrontation.
Newspapers often ran stories about his high vision ability, making John a celebrity. He was rarely seen in daylight, and only went out at night wearing sunglasses.
John was a national hero.
That was the story that was told at the time. A version created around one man. A story that has made the British Air Force admired to this day.
The truth, however, was different.
The efficiency of John's squadron had nothing to do with his supervision, but with a highly accurate radar system, developed in secret by England.
Only England was using the technology, and it was imperative that the Axis countries did not get their hands on it. Therefore, it was essential to create the concept of a super-pilot. This concept diverted attention away from Germany and protected the innovation from the British.
Truths engage people by reason.
Concepts engage people through imagination.
In the Information Age, we need more than mere attributes or qualitative benefits to win people's hearts.
No matter how truthful and transparent the communication of a platform, app, or any other digital product may seem, it is quite possible that the message being delivered will get lost in a fog of catchy phrases, misleading puns, and clichés. In the battle for your audience's attention, you need an ally.
A concept helps to unify all rational aspects into a visual and verbal experience that is probably more stimulating and relevant. Even if the product in question may have the same characteristics as the competition, which it shouldn't, but most of the time it does, if executed well this concept can inspire an unexpected and different journey.
Everything that is different stands out from the majority.
So concepts matter.
Concepts make what is common different.
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