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?