During project implementation new ideas are conceived. If you start work on these new ideas you become sided tracked from the project objectives
Any new idea or concept should be recorded and added to the post project scoping document
The post project scoping document should also include any ideas/requests/thoughts etc... of people who are not members of the project team
Allowing new ideas and implementing actions which were not part of the design brief is known as scope creep
Scope creep renders a project unfinishable!