Lateral Thinking

MRKT 6301-02

An Analysis of the Lateral Thinking Theory

Dallas Baptist University

Present:

The concept of Lateral Thinking was first introduced by British psychologist and author, Dr. De Bono in 1967. According to the Oxford English dictionary, Lateral Thinking “is The solving of problems by an indirect and creative approach, typically through viewing the problem in a new and unusual light.” The methodology was aimed to erode society from defaulting to conventional ways of thinking when approaching problem solving and promote creativity. Through the exploration of different ways to resolve challenges, lateral thinking, provides theorist, creative results that can’t be achieved through simply trying harder. (Bulter, 2010) “You cannot dig a hole in a different place by digging the same hole deeper.” (De Bono n.d.)

In the book Lateral Thinking: Step by Step, De Bono states typical problem-solving attempts involve a linear, step by step approach. However, more creative answers can arrive from taking a step “sideways” to re-examine a situation or problem from an entirely different and more creative viewpoint. In addition, the psychologist suggests the idea that creative thinking is something that can be learnt by anyone. “Creative thinking is not a talent; it is a skill that can be learnt. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and where appropriate profits.” Through the adaptation and training of various techniques such as “the six thinking hats, the escape/creative pause, and movement and provocation” (De Bono, 2014) created by De Bono and expounded on by other creative thinking theorist skills can become second nature with consistent effort. (Burton & Sack 1991)

The canvas of the 21st century has been painted with the colors of ever-changing trends, fierce competition, fickle consumers, evolving environmental factors, frequent amendments to legislation and requirements to perform...