Stop Creative Brief Drift with the Double Diamond
Apply the Double Diamond to diagnose and correct creative brief drift.
Do not develop your way out of an undefined problem. The four movements The Double Diamond is useful for studio leaders because it names two different kinds of work: widening and narrowing. Discover widens the field so the team is not trapped by assumptions. Define narrows the field into a shared problem. Develop widens again into solution options. Deliver narrows through tests, decisions, and implementation. Creative teams need both modes. Too much divergence creates churn. Too much convergence creates premature certainty. The producer's job is not to make every idea safe; it is to know which mode the team is…
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