Wall Of Ideas


Asking 'what if?' is a powerful way to fill a wall with great ideas. Feel free to use these trigger questions, or create your own! Ask the trigger questions to your team in a fast pace, challenging each person to create lots of ideas.


Time± 45 minutes
Difficulty3 / 5
People3 - 5
AuthorDesign A Better Business

How To Use the Wall of Ideas

The purpose of this tool is to fill up an entire wall with the ideas generated by a team in a short amount of time. This technique uses trigger questions to get the creative juices flowing. Using time pressure and a sense of competition (who added the largest number of post-its?) make it easier to shake any creative blocks. In groups of around 10 people, it is doable to reach more than 200-300 ideas in half an hour! From those ideas, there will always be a few that are truly new and interesting. You need to get past the ideas everyone already had first...

The wall of ideas is a great way to record the results of your ideation session. Asking them trigger questions as they fasten their sticky notes to the wall is a great way to get everyone, from the introverts to the extroverts, working together creatively and feeling a sense of achievement. As each team member adds ideas to the wall, the rest of the team will no doubt come up with new ones or point out ones that are funny or interesting.

Tool Overview

  1. Trigger Questions Aim for 20-40 trigger questions, which will take 10-15 minutes to ask.

  2. Clustering your Ideas You can use affinity mapping (i.e. move similar things closer together) to cluster similar ideas

  3. Parking Lot Perhaps you'll find some things that are not directly useful or related. A parking lot makes it easy to save those for later.

  4. Keep it visible Keeping the wall of ideas visible makes people come back to the ideas they had. Check the wall one last time: what did you miss?

Step-by-step guide

1 Before you start

The wall of ideas requires preparation. First, decide on a list of trigger questions that you’re going to ask the team in rapid succession (one every 30 seconds or so). Use the ones above to get you started, taking out the ones that don’t apply to your business. You can find a selection of trigger questions to start with below.

Arrange for a comfortable environment with a large amount of wall space. Surely not a meeting room.


  • Have markers (fine tip) and paper for everybody
  • Have plenty of sticky notes and markers ready
  • Allow yourself 30 minutes of undisturbed time
  • Music helps!

2 Prepare trigger questions

Below there is a list of trigger questions we like to ask. Good trigger questions help you make new connections, and help you to think in a 'what if' mindset. The questions below are geared towards the Business Model Canvas, but it is perfectly possible to make trigger questions to help for instance your customer journey, persona, or vision. The process will be the same, and it will help you come up with a lot of options. You'll probably need around 20-40 questions at least.

Use your existing business model canvas as fodder for creating new questions. If, for instance, you sell a product today through retailers, what would happen if you sold it directly to customers through an online channel? What would that look like? You get the picture.

3 Ask Trigger Questions

Have the team members sit individually, with a stack of empty post-its and a good marker. Explain that when the exercise starts, you will ask a question every 10-15 seconds or so. They should write down everything that they think of, and fill as many post its as possible. At this stage, there are no bad ideas. Every idea is a stepping stone that leads you to the next.

As the trigger questions are asked, each person will simply write whatever comes to mind on a sticky note using a permanent marker. By the end of this exercise there should be a pile of at least as many sticky notes as there are questions in front of each participant.

4 Stick it on the wall

Once the questions run out, have everyone affix their sticky notes to the wall, one at a time, calling out the idea, so everyone is clear about what’s been added. Don’t worry about organization at first.

5 Cluster ideas

There will be way too many ideas on the wall to make sense of, so the next step is, to organize the ideas into a maximum of 5 high-level clusters. You can define the clusters beforehand, or you can use affinity mapping and let them emerge. Have the team members work on the clustering together, and prompt them to ask eachother what they meant with certain ideas. Of course, it is okay to add new ideas!

6 Next Steps

When you’re done clustering, record your result. Photos make it easy to do that. Send them around to the team and don’t forget to keep them informed of future progress!


  • Try to define experiments to validate new ideas and see which ones resonate.
  • Move exciting or popular ideas into a shortlist to work on with the innovation matrix