The importance of a Concept.
The concept is the base of your design decisions, without it, it would be very hard to make choices, to follow a path, to go in one direction. Concepts make our life easy and take us gently to our aesthetic objectives.Make good concepts because they will lead you to nice results.
Here is mine for a hotel in Shanghai.
All the images (except my sketches, of course) were taken from the magical world wide web.