This document discusses deliberate creativity and how to develop new business ideas. It explains that deliberate creativity focuses on taking something that is already known and asking how it could be different. This allows ordinary people to come up with good new ideas. The document also discusses evaluating ideas by considering whether an idea is good and workable, and then bringing it to reality. Different roles called "thinking hats" are used to evaluate ideas from different perspectives. The document provides guidance on evaluating various aspects of a potential new idea, including benefits, constituencies and feelings, data needs, risks and issues to manage, potential solutions, process, and next actions.
2. Specification Detail
The role of lateral thinking and deliberate
creativity in developing new business ideas
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13. 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
16. 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.
17. 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
18. Benefits
Identifying the number
and likely scale of the
benefits
19. 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?
20. 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?
21. Issues to be managed
Identifying the risks
and how they are to be
managed
22. Solutions
What solutions can we
identify to the problems
identified by the
black, red and white
hats.
How can they be
overcome?
23. Process
Who will be responsible
for what, if we carry the
project forward?
24. Actions
What actions should we
take? Have we enough
information to take a
decision now?
Or should we carry on
with the analysis
phase?
