Innovation & Creative Thinking


Across every business function, creative thinking is central to solving complex problems, developing new strategies, facilitating innovation and driving change.

Bringing those ideas to life requires both critical thinking – the review and evaluation of information – and systems thinking – considering the bigger picture and how things influence one another – to ensure that the decisions we make are informed, well-reasoned and justifiable: effective decision making.

Creative thinking is not a talent, it is a skill that can be learnt. But it doesn’t mean brainstorming! Despite its popularity, it’s not the most effective way to think creatively.

Unfortunately, the human brain is not designed to be creative. It’s power comes from forming patterns and sticking to them. So brainstorming tends to rehash, reword and build off existing ideas.

It also promotes collaborative fixation, the tendency for individuals to follow the dominant idea or pattern of thinking in the group, reducing the possibility of new, innovative ideas.1

Once our thinking pathways are established, it’s much harder to step off the path and explore a different route.

Our approach builds on the work of Edward de Bono, who introduced the concept of lateral thinking in the 1970s, combined with a rational and patterned way of programmed thinking.

INNOVATION & CREATIVE THINKING introduces our 8-TYPE THINKING™ model, which combines Jungian psychology and Kolb’s learning styles with critical and creative thinking models.2-5

It’s the combination of these different thinking styles that delivers results.

Key Outcomes

  • Explains the theory and the neuroscience behind innovation and creativity
  • Reviews current work environment against the factors that support the creative process
  • Develops an action plan to create an environment that promotes innovation
  • Builds knowledge and ability in a range of creative thinking methods, tools and techniques
  • Includes de Bono’s concepts of lateral thinking: Alternatives; Focus; Challenge; Random entry; Provocation & Movement
  • Develops 8-TYPE THINKING™ as a framework for creativity, innovation and problem solving, focusing on the creative ideation process
  • Evaluates the strengths of personal creative style and develops strategies to improve ‘whole-brain’/ ‘full-colour’ thinking
  • Builds competence and confidence in creative ability
  • Provides techniques to focus attention and overcome creative blocks
  • Provides knowledge on engaging and involving members of the team in collaborative creativity

SETA Accredited Course

INNOVATION & CREATIVE THINKING is available as a standard workshop or a SETA Accredited course, aligned to Unit Standard 252020: Create and manage an environment that promotes innovation.


  1. Kohn, N.W., Smith, S.M. (2010). Collaborative fixation: Effects of others’ ideas on brainstorming. Applied Cognitive Psychology. 25(3).
  2. Insights Discovery 8-Types. © The Insights Group Ltd. (
  3. Kolb D, A. (1984). Experiential learning: Experience as the source of learning and development. New Jersey: Prentice-Hall.
  4. Puccio, G., Murdock, M. & Mance, M. (2007). Creative leadership: Skills that drive change. Thousand Oaks, CA: Sage.
  5. de Bono, E. (2008). Lateral thinking: Fast track to creativity. Des Moines, Iowa: de Bono Thinking Systems.
  6. Adobe (2016). State of create: Global benchmark study. (
Steve AndrewsInnovation and Creative Thinking