book.chapter Cultivating creative thought

Serious creativity is based on the idea that lateral or creative thinking is a deliberate and systematic technique for finding logical solutions to common business problems that have not been tried before. This type of thinking is a unique way of processing information. Many people mistakenly believe that being creative means disregarding structure or societal norms, suggesting that a creative person must be completely different from everyone else to come up with truly innovative ideas. However, serious creativity argues that lateral thinking techniques are a legitimate and systematic approach to solving business challenges, showing that creative thinking can thrive without the eccentricity often associated with a "mad scientist" or a "rogue element". The world can be seen as a self-organizing system of information, where most people use the same patterns over and over again. The essence of creativity lies in the logic of these recurring patterns. The tools of creative thinking are designed to help individuals systematically develop new patterns of logic. Lateral thinking, which is synonymous with creative thinking, offers opportunities, competitive advantages, and benefits. Creativity is based on the concept of a hypothesis - an initial idea or speculation that needs to be evaluated against available data to determine if it is valid and applicable. A hypothesis introduces possibilities, but it should not be seen as the only correct pattern, as it may limit other creative possibilities. Creativity can come from various sources, including innocence, where someone's lack of familiarity with standard approaches can lead to the discovery of better methods. Experience also plays a crucial role, as it allows individuals to build on past successes by incorporating additional features into known effective strategies. Motivation can be a source of creativity in fields where the status quo is widely accepted, potentially leading to unexpected innovative ideas. Tuned judgement enables individuals to recognize the potential of a project early on and contribute as needed to maximize its benefits. Chance, accidents, or mistakes can push us beyond our usual boundaries, leading to entirely new and often superior lines of reasoning. By using the systematic techniques and tools of lateral thinking, we can consistently generate new creative ideas. Lateral thinking works by intersecting established patterns within a self-organizing system of information. Traditional thinking focuses on determining what is right or wrong, while lateral thinking explores all possibilities and potential solutions. Creative thinking has many practical applications, including improvement, where it is used to enhance existing systems or find more efficient methods of achieving goals. In problem-solving, creative thinking offers solutions in areas where conventional thinking falls short or provides alternative solutions that offer greater benefits than traditional approaches. Adding or creating new value in business relies on utilizing core assets to introduce new products or services or leveraging unused assets. Creative thinking plays a crucial role in developing these new offerings. Looking ahead, creative thinking is essential for forecasting future business scenarios and generating alternative courses of action that may yield better results. It also leads to the design of new business structures, which can be analyzed using available information and logic to determine their viability. Creativity is a powerful motivator in business, generating enthusiasm and energy. When individuals are optimistic about the future benefits of a new business initiative, high levels of synergy can be achieved. Edward de Bono describes lateral thinking as a process that involves seeking different approaches and perspectives, rather than just digging the same hole deeper. In recent years, businesses have focused on three main endeavors: restructuring, cost-cutting, and quality and customer service. However, once an organization becomes lean and competent, the question arises: what's next? When competitors are equally lean and competent, cost-effectiveness is no longer a unique advantage. Senior executives recognize that creativity is now the primary hope for differentiation. Even countries like Japan and Germany, known for their emphasis on quality and excellence, are increasingly interested in creativity.