The first bit of advice you get in the book is to maintain a childlike mind during the conceptualizing stage. I don't know if I have a childlike mode that I can shift into. Being a child was pretty awful for me, so I don't normally revisit that part of my life. But I am trying to keep a sense of fun. If I don't find my game concept fun, then nobody else will either.
Any advice from those of you who have designed games? (chadu, I am looking at you.)