Your mind needs both chaos and clarity and this is exactly what helps in early branding stages.

I usually get stuck in a loop of refining weak ideas instead of exploring new territory. Sound familiar? Then I remembered something important: I was using the wrong thinking mode.

Creativity needs both divergent and convergent thinking — at different times. When I'm divergent, I let my mind run wild.

I ask "what if" and chase unusual connections. My notebook fills with messy sketches and half-formed thoughts. I generate dozens of options without judging them. This is exactly what helps in early branding stages — when you're searching for positioning, voice, or visual identity.

I started doing this with my clients, and suddenly possibilities opened up. But then comes the critical second phase: convergent thinking. This is where you evaluate, filter, and focus.

It's the "what works" phase where you select one direction and refine it relentlessly. For my client, this meant choosing one strategic approach from many options, then aligning all messaging around it. The result?

A whole brand that actually makes sense.

We often use convergent thinking too early. We judge ideas before they've had room to breathe. Or we stay divergent too long and never commit to a direction. Understanding when to use each mode will change your creative process:

Start with divergent thinking when exploring new territory — let quantity beat quality. Switch to convergent thinking when it's time to execute — choose one path and refine it. Return to divergent occasionally when you hit roadblocks. The key is recognizing which mode you need right now.

Are you generating possibilities or making choices? I'd love to hear your experience with these thinking modes. When have you found yourself stuck using the wrong approach? What helps you switch between them? Reply and let me know your perspective. And If you found this helpful, try applying both thinking modes to a current project.

Start with 10 minutes of pure divergent thinking (no judging allowed), then switch to convergent mode.

— Shashank