Interactive framework · 4 steps

Creative Diamond

Diverge, converge — the model behind high-volume creative teams.

Worksheet

01 · Diverge on anglesGenerate 20-30 raw angles: pains, dreams, mechanisms, proof, comparisons

02 · Converge on winnersScore angles on relevance, differentiation and testability

03 · Diverge on executionsFor each surviving angle, produce 3-5 executions across formats — static, UGC, motion

04 · Converge on scaleShip, measure by hook-rate and hold-rate before ROAS, kill fast, and scale the top 10% of executions with variations of the winner

## Diverge on angles
—

## Converge on winners
—

## Diverge on executions
—

## Converge on scale
—

Why it works▾

Creative volume without a diamond process is just noise. The diamond gives you variance without chaos.

When to use▾

Any paid channel where creative fatigue and testing velocity are the bottleneck.

Steps in detail▾

Diverge on angles

Generate 20-30 raw angles: pains, dreams, mechanisms, proof, comparisons. No production, just headlines and hooks in a doc.

Converge on winners

Score angles on relevance, differentiation and testability. Kill the bottom 70%. What remains goes to production.

Diverge on executions

For each surviving angle, produce 3-5 executions across formats — static, UGC, motion. Same message, different clothes.

Converge on scale

Ship, measure by hook-rate and hold-rate before ROAS, kill fast, and scale the top 10% of executions with variations of the winner.

Pitfalls▾

01Skipping the angle phase and going straight to production.
02Testing executions of the same angle and calling it 'creative testing.'