Forget brainstorming, start riffing.

Why? Because it works. It saves time, clears the clutter, and sets the stage for the kind of creative thinking we actually need today. Thinking that cuts through, invites fresh perspective, and builds something new from the unexpected.

The problem with brainstorming 

We’ve all been there. You’re in a room (real or virtual), ideas are flying, and someone says, “There are no bad ideas here.” But of course there are, and bad ideas cost time.

Coined in the 1950s by BBDO ad exec, Alex Osborn, brainstorming, originally called “thinking up”, was designed as a free-flow method, guided by four rules: Generate as many ideas as possible; Prioritise the unusual; Combine and refine; Avoid criticism during the process.

In theory, it’s democratic. In practice, it often becomes a polite performance. The loudest voices dominate. Group thinking creeps in. Instincts get diluted. While everyone might leave on the same page, the real tension, the kind that creativity feeds on, is ironed out.

What creativity needs today 

Creativity doesn’t come from consensus. It needs friction. It needs challenge. It needs space to say, “Does anyone care?” and “What if we tried it this way instead?” without anyone worrying they’re being too blunt or too bold.

And today, the pressure is real: tighter timelines, fewer resources, higher expectations. We need to deliver brilliance in real time. So we need ways of working that respect the creative process but also make space for speed, clarity, and contribution—from everyone at the table.

Enter: the riff.

What is a riff? 

In music, a riff is a short repeated pattern. In conversation and comedy, it’s a kind of improvised flow, which is loosely structured.

In creative work, riffing is a structured-unstructured idea exchange. It’s improvisation with intent. One person throws out a thought, someone else builds on it, and it bounces around the room. You explore. You listen. You shape.

It’s not about chasing the answer. It’s about creating the conditions where good ideas can surface and evolve.

At GentleForces, riffing has become a creative muscle we flex often. It’s how we developed Plant Pensions (the first pension for the planet) and other seeds of ideas that ended up in the real world. It has also helped us uncover deeper client needs and build faster, more aligned partnerships.

It’s not about getting it perfect. It’s about momentum. Over time, it sharpens instincts, builds trust, and gets us somewhere more real than a brainstorm ever could.

When to riff 

Riffing works when:

• You’re kicking off a project and want a fresh start
• You’re stuck and need a spark or shift in perspective
• You’re bridging the gap between a brief and the creative response
• You’re navigating complexity or uncertainty
• You want to unlock your team’s talent, not just gather opinions

It’s especially powerful in cross-disciplinary teams. Everyone brings a different lens, and riffing lets those lenses interact: clashing, combining, and creating something richer.

Where riffs won’t take you 

Riffing isn’t a fit for everything. It’s not how you fine-tune execution or make final decisions. It’s not about critique or consensus. And it’s definitely not about hierarchy.

It’s a space to explore before you commit. You put something into the mix, see how it lands, and let others shape it. Ideas breathe there.

But creativity also needs time alone. Not every breakthrough comes from a group. Some need stillness, reflection, or space to form outside of the room. Riffing isn’t the answer to creativity. It’s a way to open up divergent thinking, invite contrast, and avoid falling into one-track solutions.

A new kind of collaboration 

Clients are now asking us to “riff it”, not because it’s a buzzword, but because it works. They have all embraced the approach so fully that it has become a shared language between us.

"GentleForces brought riffing into how we work so naturally, it just clicked. It’s fast, it’s real, it’s where ideas bounce, build, and spark,” added Kim Holm, MD at Weekday. She continued: “It’s where honest thinking meets shared energy—and where everything suddenly makes sense. It brought us together, sped things up, and made the work feel alive. What started as a simple practice became a rhythm—and thanks to GentleForces, it’s now part of who we are."

Riffing isn’t just a tool. It’s a mindset. It says: This is a space for honesty. For instincts. For creative play over performative polish.

Riffing as a cultural tool 

Beyond the ideas it surfaces, riffing builds culture. It invites curiosity. Encourages candour. It lets people challenge the idea, not each other.

In a world that often treats disagreement as division, riffing reminds us that it’s possible to disagree well. To move forward, together. Not by being right, but by getting to something better.

Maybe it’s time to retire the brainstorm. Try a riff instead. You don’t need slides or a whiteboard. Just time, trust, and an open mind.

You might not land the answer straight away. But you will find energy. Perspective. And most importantly. Progress.