Imagine you are preparing for your first guitar performance at an open mic, with one hour to go before you take the stage. As you put your guitar into its case, you notice that one of the guitar strings is broken. The worst part? You don’t have a spare string, and the music store is already closed for the evening.

You’ve been looking forward to the open mic and don’t want to bail—it’s time to get creative! You take a piece of paper and write down all the possible solutions you can think of, no matter how silly they may seem:

• Use your father’s fishing line to replace the snapped string
• Ask one of the other musicians at open mic night for a spare string
• Modify your setlist to only include songs that don’t require that string
• Use a backing track so it’s less noticeable when you don’t hit the note

Now that you’ve come up with a list of potential solutions, you can assess which one is best. While asking another musician is probably your best bet, you’d have to wait until you arrive at the open mic. As a backup solution, you decide to bring a backing track with you. Coming up with multiple creative solutions to resolve a problem—known as divergent thinking—has allowed you to overcome the broken string challenge and still rock your performance at the open mic.¹ Had you focused on only finding the single best solution—known as convergent thinking—you may have waited until you arrived at the open mic to tackle the issue, only to find out that no other musician has a spare string.²

There are four types of divergent thinking:³

1. Fluency: The ability to generate a lot of ideas within a short time frame. This type of divergent thinking is often used in brainstorming sessions.
2. Flexibility: The ability to generate ideas by tackling them from multiple perspectives. Getting a focus group of diverse participants together can be a method to engage in flexible divergent thinking.
3. Originality: The ability to generate innovative and unique ideas, attempting to explore new approaches and ways of thinking.
4. Elaboration: The ability to further develop existing ideas. After an initial concept or solution is thought of, other applications are brainstormed.

Divergent thinking is all about coming up with creative solutions to a problem without immediately judging or limiting them, allowing for more innovative and adaptable problem-solving.

Brainstorming: A creative method that invokes divergent thinking to generate ideas. In brainstorming sessions, people should come up with as many innovative solutions as possible without judging any ideas that emerge. Brainstorming encourages creativity by allowing for free-form methods of thinking without limiting rules or parameters.⁵ 

Mind Mapping: A visual brainstorming tool where ideas radiate out from a central theme. Mind maps are a useful tool for divergent thinking exercises, as they allow for non-linear and creative thinking by branching out into different categories, subtopics, and associations. Mind maps allow people to explore various possible solutions.

Lateral Thinking: A method that encourages unconventional thinking by approaching a problem through indirect reasoning to arrive at a solution. It is called lateral because it encourages people to think outside the box. In our opening example, using a fishing line as a substitute for a guitar string is an example of lateral thinking.² 

Cognitive Flexibility: The ability to adapt your thinking to new situations, which is important in constantly evolving environments. When you exercise cognitive flexibility, you are able to think about multiple concepts, solutions, or perspectives simultaneously and easily shift your attention between them. Cognitive flexibility is an essential component of divergent thinking. 

Convergent Thinking: An approach to problem-solving that focuses on finding the single best solution through defined, linear steps. For example, if a company is determining the best marketing slogan, they would first analyze data and poll audience preferences to select the best slogan. In convergent thinking, it is assumed that there is a “right” answer (the best solution) and “wrong” answers, meaning that we are not interested in all possible options.²

In the early 20th century, French psychologists Alfred Binet and Theodore Simon developed standardized tests for measuring intelligence. At this time, the French government had put laws in place requiring all children to attend school, and educators were looking for a way to identify which children needed extra help to succeed. The French government asked Binet to find a way to identify early on which students may face challenges in school.⁶

Binet collaborated with Theodore Simon to develop a set of questions to test attention, memory, and problem-solving skills that would act as a marker of intelligence and predict academic success. The format was different from previous intelligence tests that had focused on learned information like math and reading and was thought to be able to assess someone’s inherent intelligence.⁷ The test, comprising 30 questions, was known as the Binet-Simon Intelligence Test and laid the foundation for future iterations of IQ tests.⁶

However, in 1959, American psychologist J. P. Guilford identified that this theory of intelligence did not account for creativity. While students may perform well on an IQ test, that does not mean that they were A+ students in every class.⁸ He suggested that IQ tests only focused on convergent thinking, which is most useful for answering questions with a singular right answer. He suggested that intellectual ability could be classified into five groups: cognition, memory, convergent thinking, divergent thinking, and evaluation. He believed divergent thinking, which lends itself to creativity, was not measured through standard IQ tests. He defined it as “think[ing] in different directions, sometimes searching, sometimes seeking variety.” Guilford outlined four types of divergent thinking: fluency, flexibility, originality, and elaboration.⁸ This represented a shift from traditional views on intelligence that focused on logic and recall toward a greater emphasis on originality and flexibility.

He proposed adding new question types to intelligence tests that would measure divergent thinking capabilities, such as Scrambled Words, where participants would be shown a list of letters and asked to rearrange them into real words. In such a question, multiple answers would be possible. Another was to ask participants to come up with as many uses for a brick as they could within a specified time frame. In 1967, Guilford created the Alternative Uses Test based on this second type of question, in which participants were asked to brainstorm unusual uses of an item.⁹

In 1967, Maltese physician Edward de Bono coined the term lateral thinking, which followed a similar view of intelligence as Guilford. He defined lateral thinking as creative, out-of-the-box thinking. De Bono emphasized that businesses needed to leverage lateral thinking to remain competitive by generating creative solutions that could reveal overlooked possibilities.¹⁰ 

In the 1970s, Guilford and de Bono’s theories on creativity and intelligence gained popularity, with businesses beginning to integrate creativity techniques and processes into their operations to spark innovation.¹¹ Some trailblazers in the education system also began to focus on creativity and project-based learning rather than solely using standardized tests.¹² 

After divergent thinking became an accepted component of intelligence, neuroscientists wanted to explore its underlying mechanisms. Multiple studies since the 2000s have provided evidence that divergent thinking is the cognitive basis of creative thoughts, giving the theory credibility.¹³ 

Today, divergent thinking is widely recognized as a crucial skill in education, business, and technological innovation. Advancements in AI have even given computers the ability to leverage divergent thinking—just ask ChatGPT to come up with all the ways you may use a brick!

J. P. Guilford: An American psychologist who expanded theories of intelligence by introducing measures of creativity and divergent thinking. His theory had a significant impact on the assessment of intelligence, as he suggested that traditional IQ tests failed to identify all forms of intelligence. This led to a shift in the design of educational programs that viewed intelligence more comprehensively. Throughout his career, Guilford was interested in the multifaceted aspects of the human mind, personality, and creativity.¹⁴

Edward de Bono: A Maltese physician who coined the term lateral thinking in 1967. He is a pioneer of “brain training,” advocating for the deliberate teaching of how to think in schools.¹⁵ Best known for his development of the Six Thinking Hats, a thinking framework focused on approaching a solution from multiple perspectives, de Bono was named on a list of 250 people who have contributed the most to humanity throughout history.¹⁶ 

Divergent thinking has several positive consequences for problem-solving, from boosting creativity to fostering open-mindedness through the adoption of multiple perspectives. It can even improve people’s moods by increasing levels of dopamine, demonstrating boundless benefits. 

Enhances Creativity

Not every problem has a singular, obvious answer. When a problem requires less obvious and more unique solutions, divergent thinking improves creativity and sparks innovative ideas. Divergent thinking helps people recall existing knowledge and further develop ideas by connecting them to new ones. Innovation requires people to think outside of the box, move away from the status quo, and be creative in their approach. 

Significant research has shown that divergent thinking positively impacts the development of creativity, which is a necessary skill for success in this day and age. In 2020, educators tested the effectiveness of a divergent thinking training program for high school students. The study found that students who received the training showed improved scientific creativity. They concluded that the cognitive strategies included in the training helped students retrieve existing knowledge and combine it with seemingly unrelated knowledge to generate new ideas.¹⁷

Encourages Open-mindedness

In divergent thinking exercises like brainstorming, people are encouraged to come up with multiple ideas and tackle the problem from diverse perspectives. This form of thinking looks for various options instead of a singular answer, requiring people to be open-minded. When ideas are put forward, they are not judged. This type of thinking exercise, therefore, provides people with a safe space to suggest ideas—even when they may at first seem unconventional—allowing people to come up with creative solutions without fearing rejection.³

Divergent thinking encourages people to consider different perspectives. This can mean taking different cultures, experiences, beliefs, or thinking styles into consideration. De Bono’s six thinking hats, a framework for divergent thinking, asks people to approach a challenge through different modes. For example, when putting on the white hat, individuals focus on data and facts. When putting on the red hat, they focus on emotions and feelings. In encouraging individuals to explore a problem while wearing these different hats, people must shift their perspective and consider approaches that may not come naturally to them, fostering open-mindedness. As people engage in these different modes of thought, they become more comfortable entertaining opposing viewpoints and integrating various perspectives into their decision-making. 

Improves Mood

While divergent thinking is used as a method to improve problem-solving skills through creativity and open-mindedness, it also has the effect of improving our mood. In the past, the relationship between mood and thinking style was thought to be unilateral: research showed that a positive mood sparked creativity, which improved one’s ability to engage in divergent thinking. However, more recent studies show a reciprocal relationship between the two, with mood also being predicted by thinking style.

In one study, 84 students from Leiden University participated in a study examining the relationship between divergent thinking and mood. The students were split into four groups: the first group conducted a divergent-thinking task, the second was asked to prepare for the same task but did not actually complete it, the third group worked on a convergent-thinking task, and the fourth was instructed to prepare for the same task but did not complete it. Afterward, participants completed a survey in which they self-reported their mood. The researchers found that participants who either completed or prepared for a divergent-thinking task showed improved moods, while those who completed or prepared for a convergent-thinking task showed worsened moods. The effects were more significant for students who completed a task, but even mere preparation did have an impact on mood. Researchers theorized that divergent thinking increases dopamine levels, resulting in a more positive mood.¹⁸ 

Divergent thinking is widely praised for fostering creativity, but it also has its challenges. While generating multiple ideas can be beneficial, it may sometimes lead to inefficiency, indecision, or impractical solutions.

Analysis Paralysis

While coming up with various ways to address a problem can lead to innovative approaches, having to come up with so many ideas may also lead to analysis paralysis—overthinking to the point that it is too difficult to make a decision.¹⁹ 

As divergent thinking doesn’t initially require you to come up with a singular answer, after you’ve brainstormed a bunch of ideas, you are left with a lot of potential paths to go down, and it can be difficult to decide which to proceed with. This phenomenon is also known as choice overload, which decreases our motivation to decide and can lead to regret after a choice is made. Sometimes, it’s best to approach a problem through a trial-and-error process: come up with a potential solution, try it, and then reevaluate. 

Although convergent thinking usually suggests there is a “right” answer, which may not always be true, the linear decision-making process prevents us from spending hours coming up with ideas and then needing to evaluate each one. It can be a more effective thinking style when time is of the essence.²⁰ For example, if your computer isn’t working properly, you could spend a long time trying to figure out what the issue may be, or you can submit a request to your IT team to troubleshoot. They will usually run diagnosis tests to eliminate causes one by one instead of deliberating for hours about the potential problem.

Quantity vs Quality

In divergent thinking exercises, ideas are not judged for being wrong or unreasonable. While this allows people to feel comfortable proposing unique ideas, they are not being evaluated for their feasibility or quality. Divergent thinking might help you to come up with 100 ways to use a brick, but how many of them are useful?²¹

For example, imagine you are leading a marketing team for a fitness apparel company. You ask team members to brainstorm new campaign ideas, and one colleague suggests shooting a campaign with a celebrity like Cristiano Ronaldo. While that would be cool, you definitely don’t have the budget for it. For divergent thinking exercises to not waste time, you may guide the team by first telling them what the budget and timeline are and asking them to only suggest ideas that fit within those parameters.

Balancing Convergent and Divergent Thinking

While divergent thinking can be a great starting point for problem-solving, after the exercise is complete, it’s important to also apply convergent thinking. As we’ve just explored, divergent thinking generates multiple ideas with no tangible guide or “correct” outcome. Convergent thinking is often required as a second step to select the most viable solution. 

As Pearl Zhu, a respected innovative corporate global lead and the author of the Digital Master series, writes, “Creativity needs a balance of divergent and convergent thinking, the latter isn’t valued enough.”²² Too much divergent thinking can lead to analysis paralysis, but not enough can lead to a lack of progress and innovation. It’s important to balance the two styles of thinking for effective idea generation and problem-solving.²³ One way to do that is to set parameters around divergent thinking exercises. For example, you may tell your team you will spend 15 minutes brainstorming ideas, and in the next half hour, you need to pick one idea to proceed with. 

Apple’s Random Entry Exercise

Apple is a company that has found success due to its innovative approaches to technology. Instead of only focusing on how to improve current products, they are constantly applying divergent thinking to develop new technologies and create more market space. Instead of focusing on how to beat their competitors, they set themselves apart. 

One technique that Apple uses to encourage divergent thinking is its “Random Entry” exercise. As former Apple employee Alan Cannistraro explains, in this exercise, employees are asked to start with a well-defined problem statement. That could be something like “Video editing is difficult and not fun enough.” Then, employees would use a random word generator to spit out a word. Next, the employees spend three minutes coming up with ways to relate that random word to the problem statement. Cannistraro gives the example of being given the word “bicycle.” A few ways that he associated the word bicycle with the video editing statement included:

• Create an 80s BMX effect pack for iMovie
• Automatically detect bike tricks and post them to Vine
• Stream live video with superimposed iPhone sensor data²⁴

It’s amazing how many ideas you can come up with that connect two seemingly unrelated concepts. Cannistraro explains that this exercise helped him to generate at least a dozen new product features.²⁴ 

This technique is an example of how Apple expands beyond incremental improvements, generating ideas that lead to groundbreaking products like the iPod, iPhone, and Apple Watch. This approach highlights how divergent thinking can drive innovation by encouraging experimentation and risk-taking, ultimately keeping Apple ahead of the curve in a competitive market.

Removing Bias in Breast Cancer Screening

Research has shown that individuals from minority groups are more likely to develop aggressive breast cancers at earlier ages and are more likely to die from the cancer. In order to address the disparities, a research team of individuals from various medicine and public health institutions in Wisconsin engaged in divergent thinking to improve mammography screening. The team piloted an initiative where they recruited a diverse group of individuals from within the community—including patients, community center members, and healthcare providers—to generate potential barriers and solutions to mammography screening. 

Participants were encouraged to leverage divergent thinking, and researchers emphasized that there were no wrong answers. Participants were first asked to independently write out ideas for five minutes and then participated in group meetings to further develop these ideas. Through this process, a wide range of diverse perspectives were gathered, which helped to identify previously unrecognized barriers to screening, including cultural misconceptions and logistical obstacles. Lack of information or unfamiliarity, as well as cost and coverage, were some of the identified barriers for minority groups. This helped the team come up with solutions, such as providing more information and free or low-cost mammograms.²⁵

Virtual Brainstorming for an Innovation Advantage in Hybrid and Remote Work

Although there are many benefits of hybrid and work-from-home arrangements, many leaders fear that being isolated at home will result in less effective divergent thinking and brainstorming and therefore less innovation. However, in speaking to some of these leaders, Dr. Gleb Tsipursky, a behavioral economist and cognitive neuroscientist, found that none had researched best practices for innovation in a virtual environment. In this article, Tsipursky explores barriers to traditional brainstorming and explains how virtual brainstorming may, in fact, lead to greater innovation.

Ideation

Ideation, the creative process of generating, developing, and refining ideas, is an important part of divergent thinking. The process recognizes that the first idea might not be the best one, but as you refine ideas further with a group, together you’ll arrive at a gem. In this article, our writer, Dr. Lauren Braithwaite, explores the history of ideation, its impacts, and where it is applied. 

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