DELIBERATE

CREATIVITY

Specification Detail

The role of lateral thinking and deliberate

creativity in developing new business ideas

Deliberate Creativity

The essence of deliberate creativity is to focus

on what people already know

Once the topic is described in detail, the trick

is to focus on one element and ask how it

might be different

This allows ordinary people to come up with

good new ideas

TASK: Maltesers

Competitive Advantage and

Creativity

Competitive advantage is the term given to any factors that help a business succeed when fighting direct rivals.

There are two ways to achieve this:Making the price lower

Making your product stand out more

The last element is where thinking creatively comes in.

Evaluating Ideas

Two key stages:-

Evaluating whether a great idea is also a good, sensible, workable one

Bringing the idea to reality

Because the people coming up with ideas were subjected to differing moods, people are placed into different roles

These roles are known the thinking hats

Benefits

Identifying the number

and likely scale of the

benefits

Constituencies and feelings

Which groups of people

will be affected by the

idea, what is their likely

reaction and how can

these factors be

managed?

Data

What data do we have

and do we still need to

take an informed

decision? How reliable

are the sources? And

how do we handle

uncertainty in the data?

Issues to be managed

Identifying the risks

and how they are to be

managed

Solutions

What solutions can we

identify to the problems

identified by the

black, red and white

hats.

How can they be

overcome?

Process

Who will be responsible

for what, if we carry the

project forward?

Actions

What actions should we

take? Have we enough

information to take a

decision now?

Or should we carry on

with the analysis

phase?

Task : Circus Tent