Lateral thinking, also known as D 'Urbano theory, divergent thinking and horizontal thinking. Vertical and horizontal thinking is a creative thinking method of advertising advocated by British psychologist Dr. Edward de Bono. Therefore, this method is usually called Deno theory. The lateral thinking method is aimed at vertical thinking (logical thinking).

catalogue

What is lateral thinking?

The content of lateral thinking method 1. Vertical thinking method

Vertical thinking (vertical thinking)

2. Lateral thinking method?

Lateral thinking case 1 case conditions:

analyse

differentiate

Case 2 of lateral thinking method

What is the lateral thinking method?

The content of lateral thinking method 1. Vertical thinking method

Vertical thinking (vertical thinking)

2. Lateral thinking method?

Lateral thinking case 1 case conditions:

analyse

differentiate

Case 2 of lateral thinking method

meaning

What is lateral thinking?

The so-called lateral thinking method is a thinking method that gets rid of either-or thinking mode, and it is also a thinking method that gets rid of logical thinking and linear thinking. In lateral thinking, people are committed to putting forward different views. Every different viewpoint is not derived from each other, but produced independently. [ 1]? Lateral thinking-provided by Dr. debono-Zhang Lijun

[2]? In traditional thinking, people are often limited by logical thinking and linear thinking, so people are generally good at analysis and judgment. In this way, people are generally concerned about "why" rather than "what else may become", so people's creativity is limited. In order to expand people's creativity, Dr. debono put forward the concepts of "lateral thinking" and "parallel thinking", and now these concepts have become synonymous with innovative thinking. We call traditional thinking "vertical thinking". Just thinking according to the established thinking route, you can't escape the fetters of the original thinking frame (also known as thinking set), so you can't think creatively. Longitudinal thinking is a traditional way of thinking represented by logic and linearity. The most fundamental feature of this mode of thinking is that it is deduced step by step according to the premise, and the conclusion is drawn according to the causal relationship, and no mistakes are allowed. Of course, it has its rationality, such as induction and deduction, which are all very important thinking methods, but if a person can only use this vertical thinking method, he can't be creative. Different from vertical thinking, horizontal thinking does not consider the certainty of things too much, but the possibility of multiple choices; My concern is not how to improve old ideas, but how to put forward new ones. Not blindly pursuing correctness, but pursuing richness.

Content of lateral thinking method

For the first time in history, Edward de Bono established the research of creative thinking on the basis of science, so the horizontal thinking method and parallel thinking method advocated by him have attracted more and more attention from all countries in the world. Dr debono said, "Everyone has the ability to walk, breathe and think. The way of thinking varies from person to person. " He divided people's thinking methods into two categories: one is vertical thinking method, and the other is called horizontal thinking method.

1. Vertical thinking method

Vertical thinking (vertical thinking)

The so-called vertical thinking means logical thinking, vertical thinking and vertical thinking. Longitudinal thinking is to think vertically from top to bottom in a fixed range according to a certain thinking line, so it is called longitudinal thinking method. This way emphasizes the existing experience and knowledge. Re-combining the old experience and knowledge to produce creativity can hand over the appeal of advertising creativity on the basis of the public's established psychology, but it is difficult to make a big breakthrough in the form of advertising, and the result is similar. This way of thinking can make more in-depth research and expression of things when creating, but it is not easy to produce new ideas.

2. Lateral thinking method?

Lateral thinking/horizontal thinking. The so-called lateral thinking means empathy, high-level thinking and empathy (reverse thinking and lateral thinking). Dr debono often mixes lateral thinking with parallel thinking. In his view, lateral thinking is design thinking and creative thinking. Lateral thinking method refers to getting rid of the shackles of existing knowledge and old experience, breaking through the routine and putting forward creative views, viewpoints and schemes when thinking about problems. The application of this method is generally based on divergent thinking, so it is also called divergent thinking method. Lateral thinking is a creative thinking method to promote creativity, which means to get rid of the inherent mode of things, observe and think about the same thing from many angles and sides, and be good at catching accidental ideas, thus producing unexpected "creativity". For example, when people generally consider the question "why do people get smallpox", Qin Na considers "why don't women workers in dairy farms get smallpox?" It is this divergent thinking method that made him make great discoveries in medicine. Dr. debono believes that without design thinking (horizontal thinking and parallel thinking), we can't make full use of the existing information and experience, and we will be trapped in the original model, structure, concept and perception.

Lateral thinking case 1

Case conditions:

(1) Party A borrows usury from Party B and is unable to repay it, so he will go to jail; (2) B took the opportunity to marry A's daughter to pay off her debts, and the girl refused to give up until she died. Propose a solution. B said to the girl, "Now I pick up a white stone and a black stone from the ground and put them in my pocket for you to touch. When you touch the white stone, your father's debt will be written off; If you touch a black stone, then you have to marry me "; Say that finish, B picked up two black stones from the ground and put them in his pocket. This action of B was discovered by girls. What would you do if you were A's daughter? The usual methods are: (1) refusing to touch the stone; However, if the problem is not solved, A will go to jail. (2) Expose B's trick of picking up two black stones, and the problem remains unsolved; (3) As a last resort, grab a piece of Blackstone and marry B against your will. None of the above methods seems to be satisfactory.

analyse

Now, let's think horizontally. Is to move the focus of thinking to the horizontal direction: from the stone in the pocket to the stone on the ground. When the girl's eyes moved from her pocket to the ground (that is, she shifted her thinking direction), she thought she had picked up two B stones from the ground. So she reached into her pocket and grabbed a stone. When she took out her pocket, she deliberately dropped it on the ground. Then she said to B, "Ah! It was careless of me to drop the stone. I can't know whether the stone I caught is black or white, but it doesn't matter. Look at what's left in your pocket. It's definitely not the same as what fell on the ground ... "The pocket is undoubtedly a black stone. B couldn't admit that she was cheating, so she had to reluctantly admit that the girl took out a piece of white stone. In this way, the girl skillfully achieved a great reversal.

differentiate

There are obvious differences between vertical thinking and horizontal thinking: vertical thinking focuses on taking out a stone; Lateral thinking focuses on the stones left in the pocket. Longitudinal thinking makes the "most reasonable" analysis and observation of things, and then uses logical reasoning to solve them, but you can see that in the above example, logical reasoning can not get the ideal answer; Lateral thinking observes things in different ways and then deals with them in the most promising way, thus saving the day. This example is very instructive to our work: A's daughter is in a weak position relative to B, just as we are in a weak position relative to the owner, and the terms proposed by B, like the contract terms we often see, are all "overlord clauses". In this case, lateral thinking also inspired us.

Edit this lateral thinking case 2

At the company's project management experience exchange meeting, there is such a passage in the experience materials of Zhejiang 07 Highway Project Department: "We have studied the composition of local taxes in Jiaxing and the assessment mechanism of local government departments in detail. After communicating with the owner, we will remit the tax to the owner to try to operate on his own. Tax completion is the main performance evaluation index of local towns and villages. With the independent tax payment qualification and the right to choose the tax payment area as weights, we negotiated with the Tang Hui Town Government where the project is located, and in the form of tax conversion, we seized the important pulse of connecting with the local government, and finally won the relevant preferential treatment of Tang Hui Town. On the one hand, it is reflected in the relief of water conservancy funds, which directly saves 6.5438+0.5 million yuan for the project department. On the other hand, it provides us with government reserve plots for mixing stations, sidewalks and mud pools for free. Corresponding departments such as banks, sanitation, public security and urban construction have also given strong support and comprehensive services to our work under the leadership of the town government. It has reduced a lot of social pressure and operating costs for the project. " As you can see, the customary way of paying business tax to the owners can still be used by me to create value through different thinking changes. For another example, there is a passage in the experience materials of Jin Jia Project Department: "The contract in Jin Jia should be said to be a harsh contract for the construction unit. On the one hand, Party A has the first-phase operation experience, and on the other hand, Party A has a contract expert group specializing in contract drafting and interpretation. At first, we found that the contract was impeccable on the surface, and the meaning extended from the front of the contract was unfavorable to the construction unit. But through careful study, we found that we can use reverse thinking to connect the contract with drawings and construction sites, and we understand the contract. For example, the road project is a contract project, and it is even more unfavorable to increase the amount of work. Can the actual construction amount be reduced? If it can be reduced, it will increase income. In the actual construction, we actively communicated with the supervisor on the premise of ensuring the quality, and all ponds within the depth of 1.5m and smaller were cancelled. (Comments: Generally, there are two directions for adjustment and change: increase and decrease. On the other hand, the subgrade is a contract project, but we find that there are subtle differences between the tender drawing and the construction drawing. The tender drawings indicate that it is required to clear the table, but there is no specific requirement, while the construction drawings indicate that it is required to clear the table in the drainage area of subgrade, with a depth of 30cm. We don't think this 30cm is within the scope stipulated in the contract. Through communication with the owner, we not only recovered this part of the subgrade itself. Moreover, 30cm backfilling from the drainage ditch to the toe of subgrade slope is also considered as subgrade filling, but the actual surface cleaning is about 10cm, and there is no surface cleaning and backfilling outside the toe of subgrade slope. As far as this part is concerned, we get rid of the framework of subgrade contract and get back some quantity difference reasonably and legally. (Comment: By explaining the priority of contract documents, we can get rid of the framework of contract responsibility. ) The problem of crossing A9 Expressway has always been controversial with the owner. Expressway A9 pier construction needs to be closed. Due to the owner's experience in the first phase of construction and the fact that the first phase spent a lot of money on road closure in expressway, a new item was added to the bill of quantities during the second phase of bidding: coordination fee for traffic organization construction measures. The owner's original intention is to ask us to pay the toll of expressway. At the same time, the owner clearly pointed out in the tender that the cost of measures for the construction of expressway Middle Pier shall be borne by us. But now we propose that the bill of quantities for bidding is a part of the contract, and we only cooperate, not the main body, and the toll should be borne by the owner. Now the owners have relaxed in this respect and basically agreed to bear the cost. (Comments: Through a variety of understanding of the tender documents-the interpretation of "cooperation", losses can be avoided. )"

Edit the meaning of this paragraph.

Different ways of thinking will produce different effects. As mentioned earlier, "Party A has a contract expert group specially responsible for contract drafting and interpretation", which is very unfavorable to us-experts are experienced, rigorous in thinking, high-level and authoritative; But there is also a positive side-the expert is reasonable, and the key depends on whether you can convince him.