Model:
Summary:
The Double Diamond model, initially developed by the British Design Council in 2005, has been effectively applied beyond design, serving as a robust framework for problem definition and problem-solving in various business contexts.
In the business realm, the Double Diamond's first phase, "Discover," involves comprehensive research to understand market dynamics, customer needs, and operational challenges. This phase encourages businesses to gather extensive data, conduct market analysis, and engage with stakeholders to uncover underlying issues and opportunities. By thoroughly exploring the problem space, companies can avoid assumptions and base their strategies on concrete insights.
The subsequent "Define" phase focuses on synthesizing the gathered information to articulate clear, actionable problem statements. For businesses, this means identifying core challenges that, when addressed, can lead to significant improvements or innovations. A well-defined problem ensures that resources are directed toward areas with the highest potential impact, aligning teams and stakeholders on common objectives.
The "Develop" phase encourages the generation of a wide array of potential solutions through brainstorming, prototyping, and iterative testing. In business settings, this approach fosters innovation by allowing teams to explore various strategies and models before committing to a particular course of action. Finally, the "Deliver" phase involves implementing the chosen solution, monitoring its effectiveness, and making necessary adjustments to ensure it meets the desired outcomes.
By adopting the Double Diamond model, businesses can systematically navigate complex challenges, ensuring that solutions are both user-centric and strategically sound. This structured approach promotes thorough understanding, creative exploration, and meticulous implementation, leading to more effective and sustainable business solutions.
The uniqueness of the Double Diamond model lies in its structured approach to both problem definition and problem solving, rather than jumping straight into solution development. Many problem-solving frameworks start with an assumed problem and immediately work toward a solution, but the Double Diamond explicitly separates problem exploration from solution development. This makes it especially valuable in complex or ambiguous business and design challenges.
Why It’s Unique:
- It Doesn’t Assume the Initial Problem is the Real Problem
- Unlike many traditional business approaches that begin with a predefined problem, the Double Diamond encourages divergent thinking first. This means that before solving anything, teams explore the problem space thoroughly to ensure they are solving the right problem.
- Businesses often operate under misdiagnosed problems—the first problem they identify is frequently just a symptom rather than the root cause. The Discover phase allows businesses to challenge their initial assumptions and uncover deeper insights.
- It Emphasizes Problem Definition as a Key Step
- Most business methodologies focus on rapid solution development (e.g., Agile, Lean Startup), but the Double Diamond forces a deliberate pause to clearly define the problem first.
- The Define phase filters and prioritizes insights from the Discover phase, ensuring that the problem statement is precise, impactful, and actionable. This prevents wasted resources on the wrong problem.
- It Uses Divergent and Convergent Thinking in Two Phases
- Many problem-solving models focus on linear progress (step-by-step execution). The Double Diamond is non-linear, using cycles of divergent (expansive) and convergent (focused) thinking in both the problem space (first diamond) and the solution space (second diamond).
- This encourages broader exploration of ideas before narrowing them down, leading to more innovative and well-tested solutions.
- It Balances Creativity and Rigor
- Business strategies often fall into two traps:(1) Overanalyzing problems without taking action or(2) Rushing to solutions without fully understanding the challenge.The Double Diamond balances creative ideation and structured decision-making, ensuring thoughtful, user-centered solutions.
By explicitly separating problem discovery from solution development, the Double Diamond ensures that businesses solve the real issues, not just the obvious or convenient ones. This is why it has been widely adopted not just in design but also in business strategy, innovation, and organizational problem-solving.
Sources:
Quotes:
“The common trait of people who supposedly have vision is that they spend a lot of time reading and gathering information, and then they synthesize it until they come up with an idea.” - Fred Smith
"Positioning is the silent force behind success.” - Jack Trout
"Efficiency is doing better what is already being done. Effectiveness is deciding what to do better.” - Peter Drucker
"Groups are often much smarter than the smartest people in them." - James Surowiecki, author of "The Wisdom of Crowds.”