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# How to use square storming to come up with dozens of ideas
- URL: https://www.unbore.com/how-to-use-square-storming-to-come-up-with-dozens-of-ideas/
- Published: 2026-02-25T18:42:56.000Z
- Updated: 2026-03-12T07:27:35.000Z
- Description: Coming up with new ads is hard but a technique I learned from Pablo Rochat makes it easier.
- Author: Shlomo Genchin
- Tags: Brainstorming

Constantly coming up with new ads is hard…

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379312811-email-3.jpg)

But a technique I learned from Pablo Rochat makes it easier.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379313247-email-cdaa079f-6257-4229-a0d5-b5811ca15a42.jpg)

Credit: [Nicer Tuesdays](https://www.youtube.com/watch?v=-vsHFAmTxhc&t=5s&ref=unbore.com)​

I call it *Square Storming.*

And here’s how I used it to come up with [100+ ads for my client, AppsFlyer](https://www.linkedin.com/posts/shlomogenchin%5F20-ads-i-created-for-my-client-appsflyer-activity-7371109214812798976-Uryn?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAC2vjtMB5a2fYnlvFYkMBWQ6SwoR7gICj0w):

## Step 1: I create 60 squares.

In Figma, or in my sketchbook.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379313677-email-3ba8eeae-9508-43aa-9bf4-d58c1603081c.jpg)

## Step 2: I fill them with ideas.

I spend \~1 minute on each square. No overthinking.

That’s why my first ideas are usually dumb.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379314113-email-d1e44efc-6f76-47b1-b066-1e027b6bdb52.jpg)

Or weird.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379314587-email-d4b79010-e87b-430a-b316-b814b60950af.jpg)

But once I let them out, better ideas start to flow.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379315078-email-6c415e88-fdd7-43d2-95d3-7407355a86ad.jpg)

​[See the top 20 ads I created for AppsFlyer↗](https://www.linkedin.com/posts/shlomogenchin%5F20-ads-i-created-for-my-client-appsflyer-activity-7371109214812798976-Uryn?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAC2vjtMB5a2fYnlvFYkMBWQ6SwoR7gICj0w)​

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379315479-email-2bf91feb-a212-4306-832e-049b726e9118.jpg)

Note: MMP = Mobile Measurement Partner

And about an hour later, I have 60 ideas:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379315846-email-9fab1366-8a3b-48a0-bda7-d330b97bb485.jpg)

## Step 3: I filter them.

Finally, I sort them into four categories.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379316209-email-b0ad0b28-6404-43cd-915a-8bac959dada0.jpg)

And then I do it all again. And again.

Until AI takes my job, and I can finally become a professional belly dancer.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379316664-email-0e3c02ce-1629-4b52-9027-2fb99d7b5c48.jpg)

Seriously though:

**The best way to write a great ad headline is to write 60 terrible headlines.**