The high-level concept is a sub-box on the Lean Canvas below the Unique Value Proposition (UVP) box. It is an effective tool to quickly get your idea across and make it easy to spread.
High-concept pitches are used heavily by Hollywood producers to distill the general plot of a movie to a memorable sound bite. The high-concept pitch was also popularized as an effective pitching tool by Venture Hacks in its ebook, Pitching Hacks.
- YouTube: “Flickr for video” Aliens (movie): “Jaws in space”
- Dogster: “Friendster for dogs”
The high-concept pitch should not be confused with a UVP and is not intended to be used on your landing page. There is a danger that the concepts the pitch is based on might be unfamiliar to your audience. For this reason, the high-concept pitch is more effective when used to quickly get your idea across and make it easy to spread, such as after a customer interview.