Creative thinking - in terms of idea creativity- is not a mystical talent. It is a skill that can be practiced and nurtured. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and, where appropriate, profits.

Edward de Bono

Thinking Styles and the Message Planning Process

All 6 thinking styles- concrete, conceptual, reflective, creative, critical, and associate thinking- are important in communication and decision making. Let’s consider thinking styles in terms of their use in the messaging planning process (Lesson 5-2).

  • Clearly define purpose and audience
  • Generate ideas (of how best to achieve the purpose)
  • Identify the key message and communication channel
  • Organize (structure) the communication to achieve purpose
  • Draft the message
  • Revise and improve the message
Step Description of step Thinking style needed
1. Clearly define purpose and audience
  • Critical thinking and conceptual thinking.
  • The goal is to conceptualize the message and then hone in and focus on the purpose and audience of the message.
2. Generate ideas (of how best to achieve the purpose)
  • Creative thinking and non-directed thinking
3. Identify the key message and communication channel
  • Critical thinking and reflective thinking.
4. Organize (structure) the communication to achieve purpose
  • Critical thinking
5. Draft the message
  • Creative thinking and critical thinking
6. Revise and improve the message
  • Concrete thinking and critical thinking.

In this lesson, we are going to explore creative thinking and its role in step 2 of the message planning process: generate ideas.

Creative Thinking

Critical thinking narrows and creative thinking expands, but they must work in tandem for problem solving and decision making.

Pearl Zhu

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Exercise

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