Dig Differently. Why the future belongs to lateral thinkers.

The world is shifting quickly, but the value of strong ideas remains.

In fact, as technology accelerates and more organisations have access to the same tools, information and capabilities, the ability to think differently becomes even more valuable. At These Guys I Know we apply creativity to critical thinking - to ensure we end up in more interesting and impactful spaces with our clients.

One thinker we often come back to at These Guys I Know is Edward de Bono - the true OG and pioneer of "lateral thinking".

Lateral thinking is the process of going wide and creating new ideas rather than simply going deeper into ideas that already exist.

It is the difference between following the path in front of you, the logical - often well-trodden steps and asking, rather, what if there is another path entirely?

Because, if you are truly looking for a creative approach, the answer is not always (not often) to dig deeper.

Sometimes, you need to dig somewhere completely different. Explore new lands entirely.

This is where diversity of thought becomes incredibly important. New ideas don't come from everyone looking at the same problem in the same way.

They come from bringing together different experiences, perspectives and ways of seeing the world, connecting dots that may have previously appeared unrelated.

Vertical thinking vs lateral thinking

Vertical thinking is the logical, analytical process most of us are familiar with. It involves following a sequence of steps, building on what is known, and moving methodically towards an answer.

And there is absolutely a place for this. Many challenges require rigour, analysis and structured problem-solving.

But vertical thinking tends to operate within existing frameworks.

Lateral thinking challenges the framework itself.

Rather than following the most obvious pathway, it explores less travelled mental journeys. It looks for unexpected connections, new perspectives and alternative ways of approaching a problem.

In doing this, letting yourself run free - you often end up somewhere different. Somewhere more unexpected, more interesting.

The role of escape and provocation

According to de Bono, two processes are essential for stimulating lateral thinking: escape and provocation.

Escape involves removing ourselves from the old or obvious way of seeing something. It means stepping away from assumptions and viewing problems from different perspectives.

It is about finding new vantage points.

This is becoming increasingly important in the world of AI. We now all have access to powerful tools that can generate ideas, insights and outputs at incredible speed. But those outputs are often built from the same pools of information, insights that already exist.

Recently, we saw a discussion about the similarity and crossover between agency responses to briefs - an unusually high number of agency responses reaching similar spaces and territories, potentially because AI is being used to refine thinking, insights and ideas in similar ways.

Those who can escape the obvious and bring genuinely different thinking can bring great value.

The second process de Bono references - provocation, is about deliberately disrupting established patterns of thought.

It is about starting somewhere unexpected - even somewhere that initially seems absurd - and exploring where that thinking could lead.

We ask - what happens if you take "this" and make it "that"? Politics but make it sporty, travel but make it fashion?

Where do you start heading?

Creating more interesting pathways forward

At These Guys I Know, we believe the strongest ideas sit at the intersection of critical thinking and creativity.

It is about applying creative thinking to important problems, finding new perspectives and helping organisations discover more interesting pathways forward so as to stand out in a sea of sameness and capture attention.

Because the future will not just belong to those who can find answers, it will belong to those who can ask better questions.

If you'd like to explore some new ways of thinking together, we'd love to chat.