The Importance of a Good Idea

I'm curious of the experimental ideas that you have. I know that you're always up against a crazy timeline. So, you don't have six months to sit there and say, maybe we can run it through water jugs or maybe we can, we can do some of these. Do you come up with these ideas when you're not involved in a project and say, that could be interesting? And then when the right project comes out, I have this idea or is it a combination of both because your, the clock is crazy in your job.