Concept...its means ideas, how to solve , make , how you conceive a meaning of a subject. If you present 1 choice it means you did not consider anything else, that you believe there is only 1 solution. You cannot tell a client you are right and they are wrong, by offering one choice, idea, that is what you are doing. Plus you are only demonstrating that you do not think things through properly and can only accept the first thing you thought of. Explore further and create better, the first thing that comes in to your head is often not the best thing you can do. I ask for all plans , all ideas , show why the idea you present is the best way to solve the problem. Otherwise you are dictating or showing lack of knowledge and approach. Process, eliminate, produce. I need ALL your ideas, and concepts, not just 1 page in 7 weeks? What is this?