Okay, now let's take all that free association and channel it into a rough sketch of our concept.
We're not going to look at the original snippet for this, we're just writing notes, but we do want to answer two questions:
- What is this experience? What do you feel? What do you see and hear? In concrete terms?
- What is it like? If you could boil it down to a metaphor, what would it be?
Try to button your metaphor, meaning wrap it up in a punchy statement.
Here are examples for our drive-thru and everything-falls-apart themes: