How To Find Out If Your Advertising Agency Really Understands Advertising:
Stop it doing any
one of his earlier books (I think The Use
of Lateral Thinking, published in 1967), Edward de Bono proposed several
nifty techniques designed to help us think more inventively.
argued persuasively that, left to itself, the human mind instinctively follows
existing patterns of thought, with the result that, far from arriving at an
original destination, we reinvent what already exists.
used the analogy of seawater finding its way back to the sea as the tide goes
out. At first, the sand is flat, unmarked. Then the first, pioneering trickle of
water cuts a winding path through the sand, round rocks and other obstacles. And
so a channel is created, becoming ever deeper, and the rest of the returning sea
follows its course obediently. Of that great expanse of virgin sand, only a
fraction has been explored.