When I was in drawing class in college, my professor asked us to make 100 drawings. “Why would we want to make throwaway drawings?” we asked. The answer he gave stuck with me: “because you don’t know which ones are the good ones until you look back.”
A similar problem affects idea generation – which ones are any good? If you start with a framework for generating the ideas, then develop a criteria for evaluating and filtering them, and finally create a measurement or objective outcome to see the results, you have a pretty interesting idea funnel. Don’t worry just yet whether the ideas are any good: just make more.
The first step is to make a lot of ideas. In e my experience, a throwaway method is best: whiteboard, post it note, or freehand list. Because I am very visual I need to see the idea rather than just type it out. So the first step is to fill a whiteboard 😉
After you generate the ideas, sorting them and filtering them is a lot easier with a tool. Some people like more post-it’s and a physical Agile board. I like using a spreadsheet for this purpose because it’s easy to sort and move the data around.
Finally when you stack rank the list of ideas, it’s time to figure out what you want to get our of them, how you will instrument that progress, and how you will measure your success.
Some of your ideas will be lousy, and some will be quite good – just remember to generate enough of them so that the process kicks into play. You won’t be able to get a great idea with five candidates, but there are probably five great ideas candidates in your list of 100.