Opportunity concept--a company skill or resource, or a customer problem. their that skim milk drinkers tell us they don't like the watered look of favorite beverage.) Phase 2: Concept Generation Idea concept--the first appearance of an idea. ("Maybe we could change the color stated concept-a form or a technology, plus a clear statement of benefit. (see Chapter 4.) (Our firm's patented method of breaking down protein globules might make the liquid more cloudy; emphasis on the might, at this time.