"Dear Chris, Nice article! From our side we believe that we as industrial design consultants are paid by our partners to help them to make design choices. Therefore 2 final concepts is too many for us. This is what we put on our website: "No overload of possible concepts from which you have to choose yourself, but a solid design strategy, thorough research, powerful design tools, high-quality industrial design, tested functional models and a 'look-in-the-kitchen' session in which we make choices as equal partners. " So we involve our partners in the very beginning, showing them around in our kitchen, with many sketches, idea's and mockups on the walls, explaining what works, what does not work design wise or functionally, leading them towards one best concept that we develop further. And that works very well. "