do you encourage divergent thinking?

INOVATION – INSIGHT 14 How are you equipping your people to think in a divergent manner? If you want to drive innovation you need to be doing something! CONVERGENT thinking brings together all of the known elements or components. It is safe and generally confirms what we already know. DIVERGENT thinking has the capacity to generate […]

INOVATION – INSIGHT 14 How are you equipping your people to think in a divergent manner? If you want to drive innovation you need to be doing something! CONVERGENT thinking brings together all of the known elements or components. It is safe and generally confirms what we already know. DIVERGENT thinking has the capacity to generate new ideas and elements. It is risky and has the potential to take is to unspecified places. Divergent thinking, to be effective needs to be driven by MODIFIERS. Those modifiers, like exaggeration and progression, have the capacity to drive new ideas, which can be researched, developed, tested and refined. There is a lot of evidence to suggest that while we are all capable of divergent thinking, the capacity to do it effectively is learned. While convergent thinking comes naturally, divergent thinking does not. So, what are you doing to equip your people to think divergently?   What…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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