Not all processes are born equal. And not all projects should follow the same process.

We aren’t going to show you the perfect process.
It doesn’t exist!

Instead, we believe that if you understand the principles that drive different types of processes, then you are equipped to find a way that’s the
best fit for your project.

We live in an age where everything has to happen yesterday. The danger is that we fast track all projects in the pipeline.

But if you try to speed everything up, you end up delivering nothing fast.

Instead, identify challenges that are best tackled at a slower pace. This could be things that:
• Depend on deep consumer understanding
• Require breakthrough business models
• Need skills beyond the current capabilities

Slow pace projects allow things to marinate, but without losing momentum. Slow doesn’t mean standing still!

Some processes can be linear whereas other challenges require iterative steps.

Use a linear process if your challenge is straightforward and there seems to be an obvious line from A to B.

If the direction is fussier or the challenge somewhat unknown, then adopt an iterative approach. This allows you to ‘circle in’ on
the likely solution little by little, without locking yourself in to a sub-optimal answer too soon.

Whatever the process, fast or slow, iterative or linear, at different points you’ll need either divergent or convergent thinking.

Divergent thinking is about opening up and seeing possibilities.

Convergent thinking reaches conclusions and identifies probabilities.

Unfortunately the two mix like oil and water.
So make sure you always keep them separate and never try to do both at the same time!