Concepts are big issues in publishing. Normally, whenever there is change, people start talking in concepts and soon arrive at specific issues. In publishing, discussions seem to get stuck in the concepts. Take for instance digital disruption, open access, or the buzz around start-ups. You may say, these are just generalisations to get conversations going. After years of conversations, though, this has become a false argument. Time is ripe to move from generalising concepts to specific issues. Especially at occasions of public speaking.