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Because a finished answer ends the thinking. When a chat hands you a complete solution, your brain switches from building to reading, and you end up agreeing with someone else’s reasoning instead of having your own. Ideation gives your topic a short nudge: a question, a fresh angle, a weak spot. The thinking stays with you, and so do the ideas.

Faster to get text, yes. Faster to get clarity, not really. A ready answer is easy to read, easy to forget and rarely fits your situation as well as it seems. If you need a fact, a summary or a draft, a regular assistant is the right tool. If you need to decide, invent or understand something for yourself, a few minutes of your own thinking with good nudges goes further.

In a 2025 study by Microsoft Research and Carnegie Mellon University, 319 knowledge workers described how they use AI at work: the more they trusted AI with a task, the less critical thinking they applied to it. Psychology also has the generation effect: what you come up with yourself is remembered better than what you just read. Ideation follows from both: let AI start your thinking, not replace it.

A short thought leaves room for you. It points in a direction without walking the whole way, and your mind fills in the rest. A long paragraph gets skimmed. A single sharp line gets argued with, built on or thrown out, and each of those is thinking.

Everyone gets stuck in their usual way of looking at things. Each role is a different lens: the critic looks for where an idea will crack, the motivator for the first step, the psychologist for what’s behind the question, the marketer for people and value. Switching viewpoints is one of the oldest brainstorming techniques, the idea behind methods like Six Thinking Hats. Roles make the switch effortless.

More voices turn into noise. Two or three different viewpoints give enough contrast to spark something without burying you in text. You can change the roles on a board any time.

Not every useful voice is a helpful one. The toxic one needles you, the politician answers a different question, the crush cares more about you than your ideas. Arguing back is a critical thinking workout of its own, and sometimes it’s exactly what makes you say what you really think.

A hundred shallow ideas aren’t worth much. A thought that hooks you grows a branch one level down, and that branch can grow another. That’s how a vague notion turns into something worked out. Breadth is easy, depth is where ideas get good.

Because they are the point. Your own thoughts go straight to favorites and can grow branches like any other. Writing a thought down also lets your mind let go of it, so your attention is free for the next one.

Sorting is thinking too. Keeping what clicks, clearing out the rest and starring the key ones is how you learn to tell a strong idea from an empty one. Deleted thoughts also tell the roles what not to suggest again.

It’s practice, not magic. Like any skill, these habits get easier the more you use them: asking why, looking for other options, spotting weak points, connecting distant ideas. We don’t promise IQ points. We promise you’ll be the one doing the thinking.

A progress counter for your own thinking. You earn neurons for new topics, your own thoughts, context, favorites and sorting, and they add up to ten levels, from Newbie to Creative. They count what you do, not what the AI writes.

When you need a fact, a calculation, a finished text or code. Ideation won’t write your essay, but it will help you figure out what to say in it. Many people use both: Ideation to think a problem through, then a regular assistant to polish the result.

Write a topic: a goal, a question or a doubt, from 6 to 300 characters. Pick up to three roles. A few short thoughts appear: keep the ones that click, delete the rest, tap any thought to go deeper and add your own along the way.

Its branch opens: a new level where the roles think about that thought. The thought also goes to favorites, because if it hooked you enough to open it, it’s worth keeping. The path at the top takes you back to any level above.

Add context with the Context button on the board: your goal, constraints like time, money or energy, and what you’ve already tried. The roles take it into account from the next thoughts. You can also change the roles, or delete what doesn’t fit and tap Keep thinking.

By default, the language of your topic. In the … menu of a board you can pick one of 27 languages instead. The language of the app itself is in Settings.

Your own, yes: long-press one and choose Edit. Thoughts from the roles can’t be edited, but you can delete them or write your own version next to them.

The branch goes with it, except favorites: starred thoughts from inside it move up to the top level of the board, without their own branches. The app asks before deleting, unless you turned that off in Settings.

Open the thought map in the top bar: the whole tree as a list with expandable branches and starred thoughts marked. Tap a thought to jump straight to it. Favorites have their own screen in the … menu, each thought with the path that led to it.

Yes, as an indented text list through the Share sheet: the whole board, one level or branch, or favorites only. Paste it into any notes app, document or task manager.

iPhone and iPad with iOS 17 or later. There’s also an Android version on Google Play.

250 thoughts a week, three roles (Universal, Critic and Motivator) and up to 3 saved boards with up to 100 thoughts each. On your first board every role is open, so you can try them all. Writing your own thoughts is never limited.

All roles, unlimited thoughts and unlimited boards. Up to three roles at once on any plan.

It’s a rolling 7 days: thoughts you received more than a week ago stop counting. Turn on “When the limit resets” in Settings → Notifications, and the app will tell you.

Tap Restore purchases in Settings and make sure the App Store is signed in with the Apple ID you paid with. If that doesn’t help, write to us with your account number.

In Settings → Manage subscription in the app, or in your Apple ID settings → Subscriptions. Cancel at least 24 hours before the period ends to avoid the next charge. Deleting the app or your data doesn’t cancel a subscription.

Payments go through Apple, so refunds do too: request one in Settings → Manage subscription or at reportaproblem.apple.com. On Android, through Google Play.

Nothing is taken away: all boards and thoughts stay. You just can’t go past the free limits, and boards with PRO roles pause until you switch them to free roles in the … menu.

No. The app creates an anonymous account for you automatically, with no name, email or password. To keep your boards when you change phones, sign in with Apple or Google in Settings.

Sign in with Apple or Google in Settings on the old phone, then sign in the same way on the new one. Boards are stored with your account, not on the device, so they come back with it.

To write thoughts, our server sends OpenAI the topic, its context and the thoughts on the current branch, without your account number or email. Under OpenAI’s API terms, this data isn’t used to train models by default. We don’t sell data and don’t show ads. Details are in the Privacy Policy.

Settings → Delete all my data. It removes your account and all boards right away and can’t be undone. It doesn’t cancel a subscription, so do that in your Apple ID settings first.

At the very bottom of Settings. When you write to us from the app, it’s added to the email automatically.