The Prototyper Pro
Concept hypothesis generation.
"A concept isn't finished when you can describe it. It's finished when you can see what could go wrong."
The Core Insight
The Prototyper takes a creative territory and generates a concept hypothesis: a single, concrete idea with its assumptions and risks made explicit. It's not a concept factory. It's a concept stress-test.
Why One Concept, Not Many
Unlike brainstorming tools that generate dozens of ideas, The Prototyper produces ONE concept per run. This is deliberate:
- Forces the AI to commit to a single interpretation
- Prevents option paralysis
- Enables deep exploration of one possibility
- Makes assumptions and risks specific, not generic
Run it multiple times for different concepts, but each run produces depth, not breadth.
The Concept Board
Concept Name: Memorable handle (not a tagline)
The Tension: Human truth the concept taps into
The Insight: What makes it feel fresh
The Idea: One-paragraph description
How It Could Live: Potential expressions across touchpoints
The Risk Layer
Every concept board includes explicit risks:
| Component | What It Surfaces |
|---|---|
| Key Assumptions | What must be true for this to work (audience, brand, execution) |
| Potential Risks | What could go wrong (creative, execution, competitive) |
| Confidence Breakdown | How grounded vs speculative each element is |
Theoretical Grounding
- Prototyping Mindset: Test ideas cheaply before investing heavily
- Pre-Mortem: Imagine the project failed. What went wrong?
- Assumption Mapping: Every concept rests on assumptions. Make them explicit.
How It Fits The Suite
- Post-Forge: Take a territory and explore what it could become
- Pitch Prep: Generate concepts to pressure-test before presenting
- Standalone: Quick concept generation from any territory
"The goal isn't to find the perfect concept. It's to find the risks in the concept before you're committed."