Concept is everything when you consider that what you are creating will go out there for the world to see, appreciate and criticize.  Criticism is one aspect that can make or mare a creative designer. Be ready for criticism not so that you can defend yourself anytime it comes but so that you can be open to other people’s ideas. In other words, so you can identify criticisms you could use to adjust your design approaches and the ones that are not worth it.  

Your designs, be it logo, montage, branding, promotionals, product, etc. must first of all stem from the direction of providing a solution not a problem.