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are very different—investment is relatively fast, and the other relatively slow (i.e.,
incubation emphasizes deliberation and development).
Creativity Tools
In this section, we introduce you to two creativity tools: SCAMPER and the

Nominal Group Technique. This set of tools is not exhaustive but gives you some
good intuition and resources to develop new ideas—either to craft a vision for a new
company or revise an existing mission and vision. The first three tools can be used
and applied individually or in groups; Nominal Group Technique is designed to
bolster creativity in groups and can build on individual and group insights provided
by the other tools.
All these tools help you to manage two divergent forms of thinking necessary
for creativity—programmed thinking and lateral thinking. Programmed thinkingoften
called left-brained thinking, relies on logical or structured ways of creating a new
product or service. In terms of mission and vision, this means a logical and deliberate
process is used to develop the vision statement. Lateral thinking a term coined by
Edward DeBono in his book The Use of Lateral Thinking (1967), is about changing
patterns and perceptions; it is about ideas that may not be obtainable by using only
[4]
traditional step-by-step, programmed, logic. Lateral thinking draws on the right
side of our brains.
Each type of approach—programmed versus lateral—has its strength. Logical
and disciplined programmed thinking is enormously effective in making products and
services better. It can, however, only go so far before all practical improvements have
been carried out. Lateral thinking can generate completely new concepts and ideas
and brilliant improvements to existing systems. In the wrong place, however, it can
be impractical or unnecessarily disruptive.
SCAMPER
Developed by Bob Eberle, SCAMPER is a checklist tool that helps you to
think of changes you can make to an existing marketplace to create a new one—a
[5]
new product, a new service, or both. You can use these changes either as direct
suggestions or as starting points for lateral thinking. This, in turn, can inspire a new
vision statement. Table 4.1 "Creativity through SCAMPER" provides you with the
SCAMPER question steps and examples of new products or services that you might
create.

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