The concept of double stimulation provides a framework for understanding the promotion of volitional action. In this article the concept is applied "in the wild", to analyse professional practice in parenting services for parents with young children at risk. We answer questions about (i) how concepts of double stimulation account for features of professional-parent interactions and what new insights are offered by this, and (ii) how double stimulation in the wild relates to the processes specified in a recently articulated model of double stimulation, and wider concepts of expansive learning. Examples of interactions between a professional (nurse) and a new mother illustrate how an absence of auxiliary stimuli may trap parents in conflicted situations. We found that in promoting double stimulation, professionals work simultaneously in two dialectically related fields: getting the parent to act using new auxiliary stimuli and getting them to think differently about the object. Such work may unfold in non-linear and discontinuous fashion and places complex demands on professionals.