Lateral thinking

Lateral thinking (from the English lateral thinking - lateral, transverse, directed to the side) is the ability to think outside the box, unconventionally, using the maximum number of approaches to solving the problem, which are often ignored by human logical thinking. The term describing the principle of a whole scientific concept was proposed in 1967 by Edward de Bono , and in 1970 his book Lateral Thinking: Creativity Step by Step ^[1] (1970) was published. Edward de Bono is today one of the most respected experts in the world of creativity.

Our mind prefers conventional and predictable solutions to problems. In most cases, we think “vertically” (logically), that is, choosing the most promising approach to solving the issue, which involves successive steps, each of which must be justified. Lateral thinking helps solve difficult tasks using unusual methods, or using elements that are ignored by conventional logical thinking.

Edward de Bono also connects lateral thinking with humor ^[2] , arguing that the transition from a familiar template to a new, unexpected gives a better result. For example, in design thinking . Edward de Bono has several patented inventions related to medical technology. In working on these inventions, he used the classic prototyping technique, which is so loved in modern design thinking . Here is an indicative quote (p. 140) ^[3] :

“Another time, in an attempt to find a mesh for removing foam in a bubble oxygenator, I put together the following collection of items: a brush for washing, a washcloth for dishes, a plastic lattice for a flower pot, curlers, lace panties and, finally, nylon stockings, borrowed from the last moment from "The washcloth was the best."

Creative thinking is not talent, it is a skill that can be learned and developed. This allows you to strengthen the natural ability of a person to create and create new things - and, accordingly, lead to greater productivity and success ^[4] .

Creativity and innovation are the main sources of long-term and global success in today's changing world. Methods of lateral thinking are also published in Edward de Bono's book The Mechanism of the Mind ^[4] (1969).

De Bono’s methods are based on several decades of applied work in various organizations. They have not been thoroughly tested by scientific technicians. This is due to the fact that many of the psychologist’s ideas are metaphorical and are not something that can be easily “tested”. Some of his ideas are consistent with sound empirical research and, in this sense, have some indirect support. There is, for example, clear support for the benefits of deferred judgment and the transition from one way of thinking to another, which, of course, is useful for “different” thinking. ^[five]

Professor of Psychology at Temple University and creative expert Robert Weisberg is very critical of lateral thinking and argues that it is not necessary for creativity. He groups “lateral thinking” with the concept of “ divergent thinking ” by the psychologist J.P. Guildford , since both approaches have the central idea that overcoming old habits (that is, flexibility, lateral movement) is the essence of creative thinking. ” .

In his book Creativity: Beyond the Myth of Genius ^[6] R. Weisberg argues that there is very little evidence of such thinking in the work of great creators:

"... there are a number of detailed reports on scientific discoveries, artistic creation and inventions, including Darwin's book on the development of his theory of evolution , Watson 's report on the discovery of the structure of a DNA molecule, preliminary sketches by Picasso for some of his most famous paintings and Edison's notes on the invention kinetoscope These examples are described in detail in later chapters of this book, and nothing resembling “ divergent thinking ” is observed in any of them. Thus, although it seems reasonable to Guildford that the appearance of many a variety of ideas through " divergent " or "lateral" thinking should be the cornerstone of creative thinking, this idea looks wrong. "

"Lateral marketing creates, vertical - chooses." ^[7]

Lateral marketing is a system of non-traditional methods of promoting goods and services that allows you to successfully fight competition; it is a side view of the problem, as if outside the problem and the search for a non-standard solution to it. It allows you to develop new products, find new market niches and ultimately make a breakthrough in business. This technique shows how it is time to dilute inertial movement according to a given plan in vertical marketing with something more modern. Lateral marketing is based on lateral thinking.

Lateral marketing is the opposite of vertical marketing. It implies a creative approach to search for new marketing ideas, different from the vertical marketing (i.e. segmentation ) used. Vertical marketing works within a specific market, while lateral marketing, on the contrary, presents the product in a new context. Lateral marketing involves the search for new opportunities, focusing on non-standard approaches to communication, ways and methods of sales, identifying unaccounted for desires of consumers.

The system was developed by Philip Kotler , considered one of the fathers of modern marketing, together with Fernando Trias de Bes, a Spanish economist, writer, as well as the founder and partner of the consulting firm Salvetti & Llombart , whose clients include Pepsi & Co , Google , Nestle and other well-known international corporations. F. Kotler defines lateral marketing as a workflow that, when applied to existing goods or services, results in innovative products and services that cover needs, target consumers or situations that are not currently covered, and thus is a process that offers High chances to create new categories or markets. ^[8]

The usefulness and necessity of using lateral thinking in modern marketing , as well as the prerequisites for the emergence of lateral marketing itself, F. Kotler and F. Trias de Bes described in their book “Lateral marketing: Technology for the search for revolutionary ideas” ^[9] .

By analyzing the evolution of markets, the development of competition, the shortening of the life cycle of products (goods, services), the revolution made by the transition to digital technologies and the reduction in the impact on consumer consciousness, the authors manage to identify the strengths and weaknesses of traditional marketing thinking.

Lateral Marketing Principles :

• Conduct an analysis of customer dissatisfaction and identify the object for change: product, service, communication methods.
• Focus on the object of change, which we intend to transform into something fundamentally different.
• To make “lateral substitution” is the interruption of the ordinary course of logical thought, the widespread, ordinary chain of judgments, in order to create an incentive that spurs our mental creative abilities.
• Create a new connection, a new connection, as a result of which the object of change will be transformed.

Lateral Marketing Objectives ^[7] :

• identifying new needs that the product can satisfy if modified;
• expansion of existing market segments by changing the characteristics and attributes of the goods;
• identification of additional needs of existing consumers;
• analysis and identification of additional situations of use of the goods during its modification;
• generating ideas for modifying goods based on existing goods;
• analysis of substitute goods to attack an existing product.

• Edward de bono
• Six hats thinking
• Divergent thinking
• J. Guildford
• Creativity

• Edward de Bono. The Art of Thinking: Lateral Thinking as a Way to Solve Complex Challenges = Lateral Thinking An Introduction. - M .: Alpina Publisher , 2015 .-- ISBN 978-5-9614-4905-1 .
• Lateral Thinking: A Textbook of Creative Thinking. ISBN 985-483-492-1
• Lateral Thinking: Creativity Step by Step , (1970), Harper & Row 1973: ISBN 0-06-090325-2
• Guilford, J. Three aspects of intelligence // Psychology of Thinking - M .: Progress, 1965

https://www.edwddebono.com

http://www.debonothinkingsystems.com/about/Edward.htm

http://www.think-differently.org/2007/08/guru-review-edward-de-bono/

https://www.sciencedirect.com/science/article/pii/B9780080441986500255

https://lateralaction.com/articles/lateral-thinking/