A firm's ability to develop radical innovation is heavily contingent on the front-end phases where ideas and concepts are created, yet few empirical studies provide detailed insights into radical idea and concept development. Using literature on problem finding and problem solving, we explore how radically new ideas and concepts emerge, and outline the process by which they are created. Based on multiple case studies of five completed and two ongoing projects conducted by a highly innovative consultancy firm, Prime Group, the article proposes a six-step process for radical idea and concept development. The insights provide theoretical implications and advice for how firms can increase novelty and success rates of emergent radical ideas and concepts