Creative Thinking

by Jayne Cormie

Great minds

The great minds tool uses a sensory and experiential approach to thinking creatively: you are asked to think from another person’s perspective. It is designed to reflect the thinking style of animated thinkers.

One of the biggest barriers to creativity is the tendency to get stuck in our own frame of reference. Considering different perspectives often yields new ideas by forcing us to think of things from other viewpoints. It’s useful to think about how your creative challenge/idea is seen by others. This tool is designed to give you a fresh perspective. It stimulates you to go on an adventure into other people’s worlds – to see what they would see, hear what they would hear and feel what they would feel.

Imagine how your superhero would approach your creative task.


What ideas would Walt Disney come up with in response to your creative brief?


To think about your creative task/problem from a different perspective in order to provide new insights


  • Look at your task through somebody else’s eyes: for example, celebrity, guru, competitor, fictional character, customer, or even consider it from the perspective of your product or service.
  • Ask yourself what insights or potential solutions this perspective yields.

Great minds in practice

In one creativity session, the managers of a shampoo company imagined they were human hairs. They speculated how a strand of hair would view life... ‘I dread being washed every day’; ‘I hate the blow-dryer’; ‘I feel limp and lifeless’ and so on.

Some hairs wanted a gentle shampoo to protect their damaged ends while others wanted a stronger shampoo to really get the dirt out. These insights led to the development of the first shampoo which adapts itself to the varied needs of the different types of hair.