The document discusses techniques for conceptual design and concept generation when developing new products. It recommends first understanding customer needs and the desired function, then generating as many concepts as possible to fulfill that function. Some techniques suggested include studying existing products, brainstorming with others, reviewing sources like patents and journals, using analogies, considering extremes, inverting concepts, consulting experts, using the morphology method, and applying TRIZ principles. The goal is to optimize design alternatives through considering multiple concepts before settling on one.