Concept | Build | innovate

con·ceptˈkänˌsept/noun

1. an abstract idea; a general notion."structuralism is a difficult concept"synonyms:idea, notion, conception, abstraction; More
   • a plan or intention; a conception."the center has kept firmly to its original concept"
   • an idea or invention to help sell or publicize a commodity."a new concept in corporate hospitality"

in·no·vateˈinəˌvāt/verb

1. make changes in something established, especially by introducing new methods, ideas, or products."the company's failure to diversify and innovate competitively"
   • introduce (something new, especially a product)."innovating new products, developing existing ones"