The document describes an exercise to generate and measure ideas. Participants are instructed to record their ideas over various time periods, such as 15 minutes or an hour. They are then asked to measure their ideas using several metrics: quantity, variety, novelty, efficiency, and any other metrics they choose. Finally, participants reflect on their observations - how the quantity and type of ideas vary over time, patterns in their ideas, and how they could improve generating ideas. The participant provided examples of measuring their own ideas over 10 minutes according to the instructed metrics and reflected that using a mind map helps them generate novel yet implementable ideas across related themes easily.