Work out the central concept for the campaign, the idea that holds everything together. Having a powerful central concept for your campaign is the key to being able to communicate what your campaign is about to others It is also a powerful tool that can help you as a campaigner keep to the straight and narrow. You can test any idea or proposal against the central concept to see if iand how it fits. The concept will be an expression of the central metaphor for the campaign, see communication in this section. See also concept in 7 jewels and concept assessment in the Observatory