The Double Diamond brainstorm

What It Is

A classic brainstorm tool, remixed. The Double Diamond isn’t just a pretty diagram, it’s your creative gearshift. Swing wide to explore. Tighten up to decide. Then repeat. It’s the rhythm behind every great idea session.

Whether you're flying solo or jamming with a team, it helps you switch between what if and what matters—without losing momentum.

▶ Watch it in action — this video breaks it down.

Why It Works

This method gives your brain two modes and both matter.

• Creative Chaos First: Divergence is all about abundance. Weird is welcome.
• Sharp Focus Later: Convergence brings clarity. You find what sticks.
• The Back-and-Forth = Breakthroughs: That toggle unlocks smarter, fresher campaigns.

How to Try It

Here's an example of this method applied in the Canvas Mode:

1. Diverge: Go Wide

Get messy. Dump every idea, trend, insight, and wild thought on the table.

• Ask: What’s unexpected here?
• Break brand rules. Flip assumptions.
• Example: New snack brand? Don’t start with flavors. Start with cravings, rituals, rebellion.
  What if it’s not a snack—it’s a cultural movement?

1. Converge: Zoom In

Now sift. Search for patterns, emotional hooks, and big campaign-worthy insights.

• Look for ideas that connect back to your goal: stand out, sell, get shared.
• Example: You land on “snack rebellion.” Drill deeper: what’s the moment? Late-night snacking? Now you’ve got something.

1. Diverge: What's possible?

• Run creative experiments: headlines, taglines, visuals.
• Explore tone extremes—can you make it funnier? Darker? Stranger?
• Example: Start with “Snack Like No One’s Watching.” Then do 50 versions: from Shakespearean to shitposting.

1. Converge: Sharpen up

• Choose the sharpest angle.
• Edit with intent: is the tone right? The message clear?
• Sanity check: Would real humans care about this?

Bonus Spark

This hack sings in the Insights Digger and Big Brand Ideas tools—but it’s really a mindset. Use it anywhere you’re stuck or swimming in too many thoughts.

What Happens Next

Once you get the hang of shifting gears, your brainstorms get way less basic and way more effective. It's not just structure. It's strategy with sparks.