According to Edward De Bono, who coined the term “lateral thinking”, the purpose of thinking is to stop thinking. Your brain processes information and once understood it is compartmentalized so you don’t have to think about it again. We view our job, like De Bono, as helping our clients thinking differently about their category, their space, their business – because likely someone else is right now.
We use interesting, innovation frameworks to get our clients on mental excursions – to think about the category differently, to see it through fresh lenses. But don’t worry, there are no tambourines, or silly brainstorm gadgets.
And ultimately we bring this thinking back to reality, back to feasibility, viability, back to sizeable.