The good news is that concepts aren't boring like business plans. Notice how the business plan mentions all aspects of a business. Products that fit in a certain market where sales are comfortably predictable. So when a manager in a toy manufacturing business suggests they start making automatic weapons and reduce wages, they give him ten lashes with the mission statement. What we learn from business s experience with getting focus that brings success, is that the concept we create has to include all aspects of our story, or the story becomes unfocused and crashes.
Concepts have to encompass what a real story is about.
When the elephant dies, his shell will make an ivory appointed mobile home. If you bring things together, there is going to be a result. Something is going to happen. So a fully developed concept creates an interesting question and a result. But like the mission statement, concept accounts for things important to the story.