Concept generation generates new ideas or concepts for products or services; this can be done individually or in groups, and it is often done through brainstorming sessions. The goal of concept generation is to generate many ideas that can then be evaluated and refined. Concept generation should be creative and open-minded to be effective; it is essential to consider all possibilities, no matter how far-fetched they may seem at first. Once a pool of concepts has been generated, the next step is to evaluate them and choose the best ones to pursue further. Concept generation is an integral part of the product development process. It is the first step in turning an idea into a reality.