con·ceit 
/kənˈsi:t/ noun
plural con·ceits /kənˈsi:t/ noun 1 [noncount] : too much pride in your own worth or goodness
▪ His conceit has earned him many enemies. 2 [count] literary : an idea that shows imagination
▪ an artistic conceit ▪ a clever conceit
▪ His conceit has earned him many enemies.
▪ an artistic conceit ▪ a clever conceit
