The standard checklist is as follows:
Adapt? Modify? Magnify? Minify? Substitute? Rearrange? Reverse? Combine?
However, to demonstrate this method in a "conceptual design" sense, we’re going to be more specific to our industry:
Brighter, multi-colored, black & white, patterned, plain, transparent, opaque, adapted for the colored-blind?
Make it more complicated, spherical, 3-D, more adaptable, simpler, reusable, dual-purpose, amorphous, malleable?
Make it bigger, longer, inflatable, foldable, self-opening, wider, thicker, taller, separable, soluble, fun?
More effective, more rational, more economical, self-explanatory, use less energy, less material, inflatable, mobile, reversible, shorter, narrower, thinner, lower?
Who else, where else, or what else, other ingredient, material, or approach, email blast vs brochure, podcast vs printed newsletter, launch online vs traditional, local store marketing vs online?
Is there a puzzle to solve? Is there something to assemble, cut out, roll up, take apart, shrink, unfold, done by hand or semi-automatic, interchange parts, other patterns or layouts, transpose cause and effect, change positives to negatives, reverse roles, turn it backwards or upside down, sort?
Inside out, softer, plays music, scandalous, discreet, concealed, understated, more obvious?
With another object, morphs shape, multi-use, papers, combine parts/units/ideas, blend, compromise, combine from different categories?