Conceptual thinking is a way of thinking with which you add a vision to a product, service or organisation. In order to attract and bind your consumer, your concept becomes vital for your success. Content is key, as this determines the coherence of the concept. Consumers want to experience the story in every touchpoint of the concept and thus being fed again and again. The producer must meet the emotional and functional need of the consumer as well. So, besides to ‘think conceptually’ it is also important to ‘do conceptually’; a concept must be executable (doable). ‘ Code of Concept’ guides you through every stage of bringing life to an idea in order to become a fully matured concept. This book is the English edition of Concept Denken, published by BIS Publishers, and is sold more then 4000 copies. Because of its succes in this small country we are convinced of a international succes.