This work offers a summary of the book "SERIOUS CREATIVITY: Using the Power of Lateral Thinking to Create New Ideas" by EDWARD DE BONO.In Serious Creativity, Edward de Bono discusses two principles. First, that as competition within economies gets fiercer, creative thinking is not only useful but vital in every successful business; second, creativity is not something you have to be born with, you can learn it. Serious Creativity is a rational and logical approach to creative thinking, and de Bono explores its guiding principles using 12 tools and techniques.This book analyses the sources of creativity, and encourages the reader to develop the lateral thinking skills necessary for innovative reasoning. As de Bono says, 'The simplest way to describe lateral thinking is to say: You cannot dig a hole in a different place by digging the same hole deeper. Lateral thinking is about searching for different approaches and different ways of looking at things.'' Serious Creativity teaches the reader how to suspend judgment long enough to explore potential concepts, how to connect ideas into a coherent structure and how to implement new business models in a profitable way. De Bono does this through the medium of examples and case studies, to demonstrate that his philosophy is not only theory, but practical and easy to implement in a real-life business environment.
