The conceptualization process is the technique you use to crystallize your main judgment or point and lay out your argument for it. The process involves establishing three essential elements-you need to have each of them.

Title
Your title is a pledge to the reader. If it has to do with apples, the reader expects to read about apples, not about oranges and not about apples and oranges.
If you can't crystallize your title, you don't know what you're writing about.

Focus
Your focus is your statement of synthesis (overall judgment or point, big picture, and bottom line)--the crystallization of the judgment you believe is the most relevant for your consumer.
If you can't crystallize your overall judgment into one sentence, you don't know what you're writing about. You can't begin to write because you don't know the judgment you're trying to prove and discuss! Providing, of course, that you've reviewed alternative scenarios and competing hypotheses.

Case
Your case consists of the facts and subordinate judgments or points you use to lay out the argument for your focus-your line of reasoning.
You can't begin to lay out your argument if you don't know what you're trying to prove.