{"id":618,"date":"2020-12-06T17:47:38","date_gmt":"2020-12-06T17:47:38","guid":{"rendered":"http:\/\/www.tgfrconsulting.com\/blog\/?p=618"},"modified":"2024-01-20T22:40:14","modified_gmt":"2024-01-20T22:40:14","slug":"using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept","status":"publish","type":"post","link":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/","title":{"rendered":"Concept Development using Super Concepts"},"content":{"rendered":"<div class=\"entry\">\n\n\n<p>Evaluating specific concepts leverages the CTQs and VOB to determine the best overall concept.&nbsp; Evaluation uses an iterative approach,  with several teams, and a scoring process using a Pugh Matrix.&nbsp; For each iteration, the Pugh Matrix scores the alternative concepts. Scoring against the weighted set of criteria (CTQs and the VOB) established during previous steps identifies better concepts and features. Iteration ends when improvements in the scores are minimal.&nbsp; The following figure shows the overall flow<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png\" alt=\"The super concept approach uses multiple design teams to iterate through concepts \" class=\"wp-image-619\" width=\"512\" height=\"249\" srcset=\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png 1024w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-300x146.png 300w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-768x373.png 768w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6.png 1456w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><figcaption>Concept Development Process<br><\/figcaption><\/figure>\n\n\n\n<p>Concept selection should use competing teams to drive diverse thinking.&nbsp; Each team starts with an interpretation of \u201cBest in Class\u201d, as defined in the VOC analysis, and develops a concept.&nbsp; Concepts should be at a level of detail that allows scoring using the Pugh Matrix, but not at a level that involves too much time and effort, as this will slow down the process.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Following the development and detailing of the concept, the competing teams collectively score the concepts.&nbsp; This process will build understanding and drive the associated Super Concept process. During concept development refinement, teams should try to work independently, as this will foster more diverse thinking.<\/p>\n\n\n\n<p><strong>Pugh Matrix Evaluation<\/strong><\/p>\n\n\n\n<p>The Pugh Matrix is a great tool for evaluating alternatives against a weighted set of criteria.&nbsp; CTQs and selected VOB form the weighted rows of the Concept Selection Pugh Matrix, and the alternative concepts from each team become the columns.&nbsp; Row weighting uses a 1\/3\/9 scale, as with the QFD, based upon the following criteria.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Only 1 or 2 of the assessment criteria is assigned a value of 9<\/li><li>The total weight of the rows associated with the CTQs account for 70% of the total weight across all rows<\/li><li>The total weight of the VOB account no more than 30% of the total weight&nbsp;<\/li><\/ul>\n\n\n\n<p>Adherence to the guidelines for the total weight assigned to the CTQs versus the total weight assigned to the VOB is critical.\u00a0 Weighting the VOB rows in the Pugh Matrix too heavily creates the risk that the final concept will meet the VOB at the expense of the user needs.\u00a0 Customer needs drive the CTQs, and a weighting distribution without a bias towards user needs may result in the selection of a concept that meets the business needs at the expense of the customer needs.\u00a0 In situations with VOB biased scoring, the process may select a great product that will not appeal to customers.<\/p>\n\n\n\n<p>The following figure shows the structure of the Concept Selection Pugh Matrix<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-7.png\" alt=\"The Pugh Matrix allows rating and comparison of competing concepts\" class=\"wp-image-620\" width=\"407\" height=\"372\" srcset=\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-7.png 813w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-7-300x275.png 300w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-7-768x703.png 768w\" sizes=\"auto, (max-width: 407px) 100vw, 407px\" \/><\/figure>\n\n\n\n<p>The Concept Selection Pugh Matrix scoring follows the 1\/3\/9 value scale, as opposed to the&nbsp; +\/-\/0&nbsp; subjective scaling of most Pugh Matrix implementations.&nbsp; Working with numbers and scores often provides an easier framework for the evaluation team to understand.<\/p>\n\n\n\n<p><strong>Super Concept Process<\/strong><\/p>\n\n\n\n<p>The Super Concept process forces at least one round of synthesis.  The Super Concept process integrates the best features of each proposed concept into a Super Concept for the next iteration of the concept generation process.&nbsp; The following shows how the Super Concept drives features from the evaluation process<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-8.png\" alt=\"A number Pugh Matrix allows good ideas to be identified\" class=\"wp-image-621\" width=\"661\" height=\"324\" srcset=\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-8.png 881w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-8-300x147.png 300w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-8-768x377.png 768w\" sizes=\"auto, (max-width: 661px) 100vw, 661px\" \/><figcaption>Super Concept Feature Identification<br><\/figcaption><\/figure>\n\n\n\n<p>To achieve the best concept, several iterations of concept development and scoring should be undertaken.&nbsp; At the point where the teams consider the differences in scoring insignificant, the process completes and the final concept identified.<\/p>\n\n\n\n<p><strong>Further Reading<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Topic<\/td><td>Reference<\/td><\/tr><tr><td>Pugh Matrix<\/td><td><br><em>What is a Pugh Matrix? Chris Adams&nbsp;<\/em><br><a href=\"https:\/\/www.modernanalyst.com\/Careers\/InterviewQuestions\/tabid\/128\/ID\/2159\/What-is-a-Pugh-Matrix.aspx\">https:\/\/www.modernanalyst.com\/Careers\/InterviewQuestions\/tabid\/128\/ID\/2159\/What-is-a-Pugh-Matrix.aspx<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Evaluating specific concepts leverages the CTQs and VOB to determine the best overall concept.&nbsp; Evaluation uses an iterative approach, with several teams, and a scoring process using a Pugh Matrix.&nbsp; For each iteration, the Pugh Matrix scores the alternative concepts. Scoring against the weighted set of criteria (CTQs and the VOB) established during previous steps &#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61,3],"tags":[37,55],"class_list":{"0":"post-618","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-archived","7":"category-concept-creation","8":"tag-concept-selection","9":"tag-pugh-matrix","10":"anons"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Concept Development using Super Concepts - TGFR Consulting LLC<\/title>\n<meta name=\"description\" content=\"Concept Selection has several teams developing concepts, scoring the concepts and iterating to achieve and optimal concept.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Concept Development using Super Concepts - TGFR Consulting LLC\" \/>\n<meta property=\"og:description\" content=\"Concept Selection has several teams developing concepts, scoring the concepts and iterating to achieve and optimal concept.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\" \/>\n<meta property=\"og:site_name\" content=\"TGFR Consulting LLC\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-06T17:47:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-20T22:40:14+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png\" \/>\n<meta name=\"author\" content=\"John Howells\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"John Howells\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\"},\"author\":{\"name\":\"John Howells\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8\"},\"headline\":\"Concept Development using Super Concepts\",\"datePublished\":\"2020-12-06T17:47:38+00:00\",\"dateModified\":\"2024-01-20T22:40:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\"},\"wordCount\":579,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png\",\"keywords\":[\"Concept Selection\",\"Pugh Matrix\"],\"articleSection\":[\"Archive\",\"Concept Creation\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\",\"name\":\"Concept Development using Super Concepts - TGFR Consulting LLC\",\"isPartOf\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png\",\"datePublished\":\"2020-12-06T17:47:38+00:00\",\"dateModified\":\"2024-01-20T22:40:14+00:00\",\"description\":\"Concept Selection has several teams developing concepts, scoring the concepts and iterating to achieve and optimal concept.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#breadcrumb\"},\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6.png\",\"contentUrl\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6.png\",\"width\":1456,\"height\":708},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.tgfrconsulting.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Concept Development using Super Concepts\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#website\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/\",\"name\":\"TGFR Consulting LLC\",\"description\":\"Transforming Medical Device Development\",\"publisher\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.tgfrconsulting.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#organization\",\"name\":\"TGFR Consulting LLC\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png\",\"contentUrl\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png\",\"width\":183,\"height\":103,\"caption\":\"TGFR Consulting LLC\"},\"image\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"http:\/\/www.linkedin.com\/in\/tgfrobinson\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8\",\"name\":\"John Howells\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g\",\"caption\":\"John Howells\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Concept Development using Super Concepts - TGFR Consulting LLC","description":"Concept Selection has several teams developing concepts, scoring the concepts and iterating to achieve and optimal concept.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/","og_locale":"en_US","og_type":"article","og_title":"Concept Development using Super Concepts - TGFR Consulting LLC","og_description":"Concept Selection has several teams developing concepts, scoring the concepts and iterating to achieve and optimal concept.","og_url":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/","og_site_name":"TGFR Consulting LLC","article_published_time":"2020-12-06T17:47:38+00:00","article_modified_time":"2024-01-20T22:40:14+00:00","og_image":[{"url":"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png","type":"","width":"","height":""}],"author":"John Howells","twitter_card":"summary_large_image","twitter_misc":{"Written by":"John Howells","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#article","isPartOf":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/"},"author":{"name":"John Howells","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8"},"headline":"Concept Development using Super Concepts","datePublished":"2020-12-06T17:47:38+00:00","dateModified":"2024-01-20T22:40:14+00:00","mainEntityOfPage":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/"},"wordCount":579,"commentCount":0,"publisher":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage"},"thumbnailUrl":"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png","keywords":["Concept Selection","Pugh Matrix"],"articleSection":["Archive","Concept Creation"],"inLanguage":"en","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/","url":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/","name":"Concept Development using Super Concepts - TGFR Consulting LLC","isPartOf":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage"},"image":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage"},"thumbnailUrl":"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6-1024x498.png","datePublished":"2020-12-06T17:47:38+00:00","dateModified":"2024-01-20T22:40:14+00:00","description":"Concept Selection has several teams developing concepts, scoring the concepts and iterating to achieve and optimal concept.","breadcrumb":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#breadcrumb"},"inLanguage":"en","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/"]}]},{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#primaryimage","url":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6.png","contentUrl":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-5-Figure-6.png","width":1456,"height":708},{"@type":"BreadcrumbList","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/using-pugh-matrixes-and-iterations-to-develop-a-more-robust-concept\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.tgfrconsulting.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Concept Development using Super Concepts"}]},{"@type":"WebSite","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#website","url":"https:\/\/www.tgfrconsulting.com\/blog\/","name":"TGFR Consulting LLC","description":"Transforming Medical Device Development","publisher":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.tgfrconsulting.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en"},{"@type":"Organization","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#organization","name":"TGFR Consulting LLC","url":"https:\/\/www.tgfrconsulting.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png","contentUrl":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png","width":183,"height":103,"caption":"TGFR Consulting LLC"},"image":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["http:\/\/www.linkedin.com\/in\/tgfrobinson"]},{"@type":"Person","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8","name":"John Howells","image":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g","caption":"John Howells"}}]}},"_links":{"self":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/618","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/comments?post=618"}],"version-history":[{"count":7,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/618\/revisions"}],"predecessor-version":[{"id":755,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/618\/revisions\/755"}],"wp:attachment":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/media?parent=618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/categories?post=618"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/tags?post=618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}