Serious Creativity: Using Lateral Thinking to Generate Ideas: Using Lateral Thinking to Generate Ideas

Author: Tony Buzan
Publisher:
Publish Date: 2003-08-01
Features: By applying De Bono's Lateral Thinking, we came up with the idea of "Love Life Benefits," allowing life insurance buyers to benefit while they are alive. This brought revolutionary changes to the insurance industry. "Serious Creativity" includes all the research findings on Lateral Thinking over the past 25 years and is bound to become the bible for creative business professionals. Unlike vertical thinking, Lateral Thinking focuses not on the certainty of things but on the possibilities of multiple choices; it is concerned not with patching up old ideas but with how to propose new ones; it does not blindly pursue correctness but rather seeks richness. It has become a "thinking management tool to stimulate the intellectual potential of organizational members" and has been successfully applied in large companies such as Microsoft, Motorola, Panasonic, McDonald's, IBM, DuPont, and more. Siemens even enrolled its 370,000 employees in De Bono's thinking courses. This book is a summary of Dr. De Bono's 25 years of research and practical experience in innovative thinking, combining theory, techniques, and case studies to explain innovative thinking tools such as Lateral Thinking, Six Thinking Hats, and the Cognitive Thinking Course. It is an authoritative textbook guiding how to unleash creativity in the business field.