Generating a sketch book of 100 ideas is something that we have used in virtually every project we’ve done since 2nd year. Although 100 is the target, it’s not necessary to reach it. The value is in the freedom of this process. When you are sitting with an empty sketch book and realise you have 100 pages to fill in a week or two, you soon realise that you can’t be picky about what ideas go in and what ones don’t. They all do! It would be easy to see this as a waste of time, but the fact that you put in anything you think of allows you to be as practical or conceptual as you like. And, although many of the ideas would never see the light of day, simply putting them down allows other, more plausible ideas to flow from them. It’s definitely a process that I see great value in.
Of course, when you have a sketch book full with 100 ideas (or in my case 60 odd), filtering them down to a batch that are to be developed is quite a job. In this project, we were to bring our ideas down to 20, that we would present at Ideas Day. Whilst looking through your book to do this, you often find yourself creating new ideas as you go. Getting other people involved is also valuable. Swapping books and offering each other opinion and advice is a good way to help make decision. The process as a whole is very effective.