Insights

What we've learned deciding.

Short pieces on how concept decisions actually get made: the models teams reach for, the point at which each one stops helping, and what to do at that point instead. Written from the work, not from a search result.

Every piece closes with a prompt you can paste into your own AI to apply it to the project in front of you.

The double diamond, with both of its convergence points marked. Method · 01
Method 14 Sep 2026 10 min read

The Double Diamond is two decisions, not four phases.

Four phases are the part of the model that is easy to put on a slide. The two points where the diamonds narrow are where the budget is committed, and they are usually the least documented moments in the project. Where the model came from, the four ways it breaks in practice, and seven changes that make it hold.

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The line-up

What's coming next.

A new piece lands most weeks. Each one takes a model, a habit or a piece of news, and works out what it changes for a team that has to choose a direction.

Method

The models, and where they stop helping

  • Jobs to be Done: what it tells you, and what it cannot
  • Desirability, feasibility, viability as a decision filter rather than a poster
  • Assumption mapping: ranking what you do not know
Decision quality

Why good teams choose badly

  • Criteria have to exist before the options do
  • Consensus is not alignment
  • The meeting where nobody says stop
Evidence & AI

What counts as knowing

  • Six interviews is often enough: what saturation means
  • Surveys cannot tell you what to build
  • Synthetic users: where they help, where they mislead
Put it to work

Three tools, no email required.

The reading is the argument. These are where you apply it to your own project. Everything saves on your own device.

The Double Diamond Blueprint. A guided workbook to find the right problem before you commit to a solution. The Idea Generation Toolkit. Generate more and better directions, then compare them with a clear head. The Decide Before Build Checklist. Decide what AI should automate, what it should only prepare, and what only a person can validate.

Where do you actually stand?

Our 4 minute assessment shows where your concept stands today across 5 key dimensions. No preparation needed. No email required to see results.

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