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The Ultimate Book of Business Creativity
50 Great Thinking Tools for Transforming Your Business
ROS JAY
CAPSTONE
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Copyright © Ros Jay 2000
The right of Ros Jay to be identified as the author of this work has been asserted in accordance with
the Copyright, Designs and Patents Act 1988
First published 2000 by
Capstone Publishing Limited
Oxford Centre for Innovation
Mill Street
Oxford OX2 0JX
United Kingdom
All rights reserved. Except for the quotation of short passages for the purposes of criticism and review,
no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form
or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior
permission of the publisher.
A CIP catalogue record for this book is available from the British Library and the US Library of
Congress
ISBN 1-84112-066-9
Typeset in 11 pt Plantin by
puter Solutions Ltd, Oxford
Printed and bound by
. International Ltd, Padstow, Cornwall
This book is printed on acid-free paper
Substantial discounts on bulk quantities of Capstone books are available to corporations,
professional associations and anizations. If you are in the USA or Canada, phone
the LPC Group for details on (1-800-626-4330) or fax (1-800-243-0138). Everywhere
else, phone Capstone Publishing on (+44-1865-798623) or fax (+44-1865-240941).
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Contents
Introduction 1
The 7 × 7 Technique 9
Analogies and Metaphorical Thinking 16
Association 21
Assumption Reversal 26
Attribute Listing 31
Brainstorming 37
Brainwriting 44
Conscious Intuitive Techniques 49
Crawford Slip Method 58
Delphi Technique 65
Discontinuity 68
Drawing Techniques 72
Excursion Technique 76
FCB Grid 81
Forced Relationship 86
Force-field Analysis 91
Gordon/Little Technique 96
Involving An Outsider 100
Left-brain/Right-brain Thinking 105
Lotus Blossom Technique 110
Mind Mapping 114
Morphological Analysis 119
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