biggerbroader

Biggerbroader is a term used in design thinking and strategic discourse to describe an approach that seeks to expand both the scale of goals and the breadth of considerations. It emphasizes looking beyond immediate constraints to consider long-term outcomes, diverse user groups, and the interdependencies within systems.

The exact origin of the term is unclear. It appears in online design discussions and think-tank writings from the late 2010s onward, where it is deployed as a heuristic rather than a formal methodology. Proponents use it to signal a mindset shift from narrow problem-solving to expansive impact.

Core concepts associated with biggerbroader include aiming for larger-scale impact while broadening the range of contexts, stakeholders, and consequences considered. Practitioners often pair it with systems thinking, horizon scanning, and inclusive design. Methods may involve stakeholder mapping, scenario planning, multi-scenario prototyping, and evaluating trade-offs across social, environmental, and economic dimensions.

Applications span product strategy, brand and policy design, urban planning, education, and organizational strategy. In practice, biggerbroader encourages teams to address root causes and downstream effects, not only surface features, and to test solutions across varied settings and time horizons.

Critics note that the term can be vague and risks overextending resources or diluting focus. Supporters argue that it helps prevent narrow or short-term solutions by prompting broader perspective and long-term accountability. See also: systems thinking, design thinking, inclusive design, strategic foresight.