diff --git a/source/introduction/concept.rst b/source/introduction/concept.rst
--- a/source/introduction/concept.rst
+++ b/source/introduction/concept.rst
@@ -19,7 +19,7 @@
 stakeholders. Leave room in your vision for creativity and changes. Keep
 it short.
 
-A good starting-point is the *elevator pitch*:
+Start with these statements:
 
 -  FOR *target customer*
 -  WHO *statement of the need*
@@ -33,10 +33,10 @@
 --------
 
 Personas can help identify the target users of your application and
-provide a common understanding among the design and development team. A
+provide a common understanding of your target aud among the design and development team. A
 persona is the representation of a user, based on empirical data.
-Personas describe the target users, giving a clear picture of how
-they're likely to use the system, and what they’ll expect from it. The
+Personas describe target users, giving a clear picture of how
+they are likely to use the system, and what they will expect from it. The
 description includes a concise summary of characteristics of the user,
 their experience, goals and tasks, pain points, environmental conditions
 and even name.
@@ -51,17 +51,17 @@
    assistance with the collection of empirical data.
 -  Add enough information to establish a good impression of the target
    user and stay concise.
--  Common elements are name, job titles and major responsibilities,
+-  Use common elements such as name, job titles and major responsibilities,
    demographics such as age, education, ethnicity, and family status,
    goals and tasks they are trying to complete using the application,
    physical, social, and technological environment.
 -  Add a quote that sums up what matters most to the persona and a
    casual picture representing that user group.
--  Discriminate between primary (the basic user) and secondary
+-  Classify between primary (the basic user) and secondary
    (additional users) persona. If it makes sense, describe the group of
-   users that is explicitly not supported by an anti-persona. Respect
+   users that is not explicitly supported by an anti-persona. Respect
    the law of parsimony and have as few personas as possible.
--  Make sure your persona can act in different scenarios.
+-  Make sure your persona can be used for different scenarios.
 
 User Stories
 ------------
@@ -77,7 +77,7 @@
    assistance with the collection of empirical data.
 -  Take technical configuration, environmental condition, organizational
    and social aspects into consideration.
--  If available, use real world images to support imagination.
+-  If available, use real world images to support your creative process.
 -  Try to include problem situations that will test the system concept,
    not just straightforward scenarios.