The Methodology
Creativity isn’t a gift.
It’s a process.
Think Bigger is a framework developed by Sheena Iyengar that turns innovation into a structured, repeatable discipline. It’s grounded in cognitive science, tested at Columbia Business School, and now powered by AI.
Every breakthrough is a recombination
The most transformative ideas in history — from the Statue of Liberty to Picasso’s artistic revolution — weren’t born from thin air.
They were assembled from existing elements, combined in ways no one had tried before. Think Bigger operationalizes this insight: innovation isn’t about inventing from nothing, it’s about choosing what to combine.
Choose the Problem
Start with a problem worth solving
Not every problem deserves innovation. This step helps you identify a challenge that is meaningful enough to matter, specific enough to solve, and motivating enough to sustain effort.
The quality of your idea is determined by the quality of your question.
Break it Down
Big problems rarely get solved all at once
This step helps you unpack a challenge into smaller, more manageable subproblems—making progress clearer and revealing new paths forward.
Define success
Success looks different to different people
Learn how to identify stakeholders, understand what they value, and design solutions that create meaningful outcomes.
Search in and out of the box
The most obvious solutions are often the easiest to find
This step introduces ways to search more broadly and uncover ideas beyond what already exists in industry.
Choice mapping
Great ideas come from creating and recombining options, not just choosing from a narrow set
Use the Choice Map to expand possibilities and discover stronger paths forward.
The Third Eye
Ideas become stronger through outside perspectives
Learn how to gather and interpret feedback to better align your intentions with how others experience your idea.
Why It Works
Built on how the brain actually thinks
Think Bigger isn’t just a business framework — it’s grounded in cognitive science research on how humans generate and evaluate ideas.
Associative thinking
The brain naturally forms connections between existing knowledge.
Think Bigger leverages this by expanding what your brain has to work with — giving it more raw material from more sources.
Working memory limit
Human cognition can only hold a limited number of elements at once.
The methodology’s structure — five to seven subproblems, sequential steps — is designed to work within these limits, not against them.
Constraint-driven creativity
Constraints aren’t limitations — they’re catalysts.
By narrowing focus at each step, Think Bigger channels creative energy toward higher-quality outcomes instead of scattered brainstorming.
Frequently asked questions
Understanding the Methodology
How is Think Bigger different from brainstorming?
Brainstorming asks people to generate as many ideas as possible with no constraints. Think Bigger does the opposite — it provides a structured, sequential process that guides you through defining the right problem, decomposing it, and systematically searching for proven solutions before combining them into something original. Research shows that constraints and structure produce higher-quality creative output than open-ended ideation.
Do I need to read the book before using Think Bigger AI?
No — Think Bigger AI guides you through the methodology end-to-end.
What do you mean by “recombination”? Isn’t that just copying from other industries?
Recombination is the deliberate practice of combining elements that have never been put together before — not copying a single solution, but synthesizing across domains.
What research is the methodology based on?
Decades of cognitive science research on how humans generate and evaluate ideas, combined with case studies of historical breakthroughs.
Where has the Think Bigger methodology been used?
Across business strategy, product design, education, and public policy at organizations ranging from startups to Fortune 500 companies.
How long does the full six-step process take?
A focused team can run through the full methodology in days when supported by Think Bigger AI — what used to take weeks of workshops.
Can I use Think Bigger for problems outside of business strategy?
Yes — the methodology applies to product design, policy, education, and any domain requiring original solutions.
What if I get stuck on one of the steps?
Think Bigger AI provides guided prompts and examples at every step to keep momentum.
How does Think Bigger AI accelerate the methodology?
By automating the search for analogous solutions across industries — turning weeks of research into minutes.
Who is Think Bigger AI designed for?
Innovation teams, product leaders, strategists, educators, and anyone tackling complex problems that require original solutions.
Still have questions?
Feel free to reach out and we’ll be in touch.