Lateral thinking may come more naturally to some people than to others. Theyre doing research before coming in and are ready to challenge us with facts and figures. Forums are available to all registered TechRepublic members. With creativity in retail I think many feel its about proliferating ranges but they have to be targeted and relevant. It is ultimately a mindset - a way of viewing the world - that aims to handle work in a Lean manner. Tesco is one of the few companies in the UK to introduce the role of chief creative officer, but perhaps it is also one of the few of size to justify it. Lateral thinking generates the notion that . Lateral thinking means the ability to create multiple ways of approaching problems and dealing with different business situations. Business examples include Ford (car assembly line), McCormick (reaper payments in instalments), Body Shop (simple packaging), Grameen Bank (micro-credit supported by solidarity groups), Linux (open source movement), Netscape (browser distribution online, not via desktops), and Uber (shared mobility). To this end, the creative approach has been to personalise the customer experience from consideration online to purchase in dealership and beyond. Topps has launched a range of boutique stores where customers can interact with displays in a more designer-led environment. Creative Thinking: Tesco Homeplus Virtual Subway Store Marketing , Strategy , Implementation , Video , Creativity , Branding , Strategic Thinking , Innovation This video on the creative thinking-based strategy TESCO employed to penetrate the South Korean grocery market was shared on Google+ recently by James Fraser. The purpose of fractionation is to create alternative perceptions of problems and solutions by taking the commonplace view of the situation and break it into multiple alternative situations in order to break away from the fixed view and see the situation from different angles, thus being able to generate multiple possible solutions that can be synthesized into more comprehensive answers. Paul recommends that a mix of individual and group voting should be used, with a combination of silent and open methods. 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Glei, The Floatation Tank: a Short Cut to Your Superpower? Creativity and innovation Techniques such as mind mapping, blue-sky thinking and the six hats technique can help you come up with creative and innovative ideas. Customer needs include those of internal departments and stores as well as shoppers. Innovation also calls for cross-organisational and even cross-industry combinations, as seen in the merger of Swiss watch manufacturers ASUAG and SSIG to create Swatch, or the collaboration between Mercedes and Swatch to create the Smart city car. . My company is a good example of how lateral thinking can boost a business in the real world. Creative Thinking or Lateral Thinking? Today fierce competition for revenue has forced even the most conservative media owners to innovate. Get up and running with ChatGPT with this comprehensive cheat sheet. The blue sky thinking refers to brainstorming with no limits. All employees should be given training, guidance, coaching, and mentorship in creativity techniques. Retail can make a positive difference about how people view the airport, says Gatwicks head of retail, Spencer Sheen. Although it does have its own-brand ranges with high profiles such as Duchy Originals and Heston from Waitrose, what it sells is similar to other supermarkets. Why Thinking Outside the Box Doesnt Work. A person uses lateral thinking to move from one known idea to new ideas. Once or twice a year they run hackathons where some 350 people work intensively in teams to develop working prototypes of ideas for business challenges. In times of old, many marketers would identify them as their chief source of advertising innovation. (TechRepublic Premiums first Windows administrators PowerShell script kit can be found here.) It is this moment of surprise, generating laughter and new insight, which facilitates the ability to see a different thought pattern which initially was not obvious. Media agencies are becoming more rooted in marketers businesses than ever, with their knowledge of programmatic technology and creative thinking shaking up the ad world. Innovation belongs not just to the R&D department but others as well marketing, sales, HR, finance, and IT, the author explains. By saritharai . It also has Waitrose magazine in-store, online and in tablet form along with a strong presence on social media and Waitrose TV online. YourStory has also published the pocketbook Proverbs and Quotes for Entrepreneurs: A World of Inspiration for Startups as a creative and motivational guide for innovators (downloadable as apps here: Apple, Android). a technique to best answer the interview question give an example of your lateral thinking. Check out our top picks for 2023 and read our in-depth analysis. Both are part of marketing yet separate. Pronto says that customers will automatically have their preferences from searching on the Ford site saved so that when they do come into the dealership they can pick up where they left off. Hot on the heels of Morrisons announcement that it is moving its proposition closer to discounters Lidl and Aldi comes the news that Tesco is reorganising its marketing C-suite. We have had to ask ourselves how we work with that. High street retailers are always seeking creative ways to stand out from the competition and ensure consideration and loyalty. The term "lateral thinking" was coined in 1967 by physician and inventor Edward de Bono, to describe a kind of out-of-the-box reasoning and critical analysis of scenarios that call for more than just typical step-by-step logic to solve. In-store changing rooms have city backdrops to encourage customers to take selfies and share their outfits with friends. Some rule-breaking can initially seem counterintuitive or even controversial, eg. Lateral and creative thinking work hand-in-hand with critical thinking as we solve problems. In simple terms, this process refers to an individual thinking creatively to solve complex challenges. Those that were exposed to the marvellous antics of the Pepperami England mascot or the Playtex model tempting Chris Evans out of his gay phase received a stronger brand message than a 30-second TV ad could deliver. It has a live chat presence on its website as well as tools to help customers plan their dcor. From the rise in employer branding among B2B brands to the decline in social media ad spend, its been a busy week. 2X2 matrices can be used to evaluate risk and reward, as well as business impact and implementation effort. Lateral thinking is related to creative problem solving and critical thinking, all valuable skills to have, and [] A media strategy should not be deemed successful just because it is efficient. PURPOSE When you evaluate cloud platforms, you need to compare features, costs, benefits, limitations and implementation details. Copyright 2023 Entrepreneur Media, Inc. All rights reserved. Lateral thinking is the ability to use your imagination to look at a problem in a fresh way and come up with a new solution. For some media agencies innovation is now so important that they are employing new teams to champion the cause. It's what people mean when they say they want you to think "out of the box" and it's invaluable. Useful creativity tools here are visual brainstorming (eg. Xeim Limited, Registered in England and Wales with number 05243851 E: info@destination-innovation.com. In the recent past there were three barriers to innovation: the client, the agency and the media owner. Several years ago, in a previous incarnation, I presented a media proposal to a corporate advertiser that was pretty radical and left the creative director choking on his Perrier. Paul cites a French company that requires new employees to submit an astonishment report after their first few weeks at work. Hudson is a mid to premium shoe maker and online reseller. Needing to find work experience in a profession you are interested in but know little about. Determined not to come across as another tone-deaf bank, Starling Bank decided to bring substance and consumer-first thinking together to show it is taking business seriously. Our entire collection is available to all registered TechRepublic members. + He notes that competing on price does not necessarily mean being uncreative. Tesco faces some tough competition in the retail marketplace. View the full infographic here. If you use lateral thinking, however, you might come up with a great new fundraising idea, devise a novel initiative to boost membership, or approach a contact youve made through some other means to secure sponsorship. From the cloud platform spotlight: AMAZON WEB SERVICES SUMMARY Amazon Web Services, a subsidiary of Amazon, has led PURPOSE The purpose of this policy from TechRepublic Premium is to provide procedures and protocols for supporting effective organizational asset management specifically focused on electronic devices. The meaning of creative is to dream up something new and innovative. UK, Phone: +44(0)7831.112321 They know how to get better, but they dont know how to get different. site maintained by Nate Hoffelder of The Digital Reader, Learn to thrive as a Creative Pro: get the FREE 26-week course, The 21st Century Creative Foundation Course, Taught by Mark McGuinness based on his work as a coach for creative professionals since 1996, I consent to receive the 21st Century Creative Foundation Course, podcast, articles, and product and service offers from Mark McGuinness. The more skills you and your employees have, the more you can offer to your clients and customers to gain an edge over competitors. It is the ultimate expression of how marketing can influence the strategic direction of a brand. You can learn to think the way they do. Lateral thinking offers a somewhat structured way to generate new ideas, while creative thinking opens the door to all possibilities. From the policy: POLICY DETAILS An information security incident is defined PURPOSE Microsoft developed a scripting language called PowerShell to assist Windows administrators with repetitive or mundane tasks. Some retailers will even ensure onward delivery to resort hotels to seal the deal. It's all about using reasoning that is not immediately obvious and involving ideas that may not be obtainable by using only traditional step-by-step logic. Surrey The meaning of creative is to dream up something new and be innovative. All rights reserved. Uniqlos GU is so confident that shoppers will not find better elsewhere that it is experimenting with letting people leave the shop with merchandise to try before paying. Alternative scenarios should be explored where some decisions are reversible, Paul cautions.

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