In this paper we examine how to use the concept model NABC for both project development and project management. For this we have utilized the case study: the organization Ventilens Ensomhedsdag. Through this case, we have discussed the advantages and disadvantages of the method, as well as analyzed and discussed its use in relation to the thesis: How can we use the concept development method NABC to create a concept that contributes to reflection on Ventilens loneliness definition? We have through questionnaires and interviews revealed the Need in NABC. We have supported our approach with theories from respectively: Giddens theory of reflection, Schechners theory of performance, as well as Turner and Schechners theory of rituals and social dramas. In addition to this, we have worked with the model of emvation by Ørnsbo, Sneppen and Würtz, and we have used Stanley Milgrams theory of overload and Wilhelm Diltheys concept of experience, and the model AIDA, to create relationships between the thesis and the individual parts of the project. Through an analysis of our Approach and case study, we have discovered the Benefit and Competition in our NABC. Since it has been quite difficult for us to measure whether the participants have reflected on the subject loneliness, we have not been able to conclude definitively whether we have reached the objective of our concept. However, on the basis of our theories we can conclude that we have achieved the desired reflection by the participants, because it says that when the participant has performed an action and / or movement, so there has been a reflection
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