“Lateral thinking” was a term promoted by Edward DeBono to
describe how we switch tracks and think about something in
another way.
Humor is one example of the use of lateral thinking. Example: A man
says to a woman: “If I were married to you, I would poison your coffee.”
The woman says to the man: “If I were married to you, I’d drink the
coffee.”
The writer Alex Osborn says that there are seven ways to look at a
subject or product creatively. (SCAMPER is the mnemonic to remember.)
Distribute Handout 46.2, Elements of Creativityand go over the seven
elements. Use the examples below to get people started:S = Substitute
C = Combine (VCR with the television, combined in one machine)A = Adapt (wireless phones)
M = Modify or Magnify or add to (books on tape)P = Put to another use (use a computer to watch a DVD movie)
E = Eliminate (Sony Walkman eliminated the ability to record)R = Rearrange or Reverse (Alfred Sloan, CEO of General Motors,
reversed the idea that people pay for the car before they drive it.
He pioneered installment buying.)
After participants have had time to complete the handout, give them the
following instructions so they can try out lateral thinking:- With a partner, create a new product or service.
- Decide on the features or uses of the product.
- Identify the benefits of the product.
- Write a commercial to “sell” it.
- What song would best suit this product or service?
- Pitch your product to the group (have some props available for use).
Write out the instructions on a flipchart and allow time to select partners
and proceed. Then debrief.
Step 7: Distribute Handout 46.3, Creative Techniques to Encourage Expanded
Thinking,and take participants through each part of the process. If
there is time, do one or both of the activities.(^280) THE LEADERSHIP TRAINING ACTIVITY BOOK