1.产生创意的思维方式 / Types of Creative Thinking

We have learned how to target market economic opportunities.Now we will learn how to develop creativity and generate correspondingdirections. First of all, we must continue to train creative ways of thinking,secondly, we must grasp the cutting-edge business ideas, and finally useappropriate methods to stimulate creativity. Let's first look at how creativethinking is manifested. In the early stages of entrepreneurial projects,entrepreneurs and other team members need to continuously use creative thinkingto improve the ideas and prototypes of entrepreneurship. For example, wementioned earlier to accurately identify the needs of consumers, determine theproduct design that can meet the needs of consumers, and the appropriate timeto market. These links require some creative thinking.

There are four main types of common creative thinking,divergent thinking, convergent thinking, critical thinking and associativethinking.

In the stage of identifying consumer needs, we often need adivergent thinking to extend a certain consumer demand that can be identifiedinto multiple different aspects. For example, the VR experience hall is aimedat consumers’ experience needs of VR products, and on this basis, it can alsoextend consumers’ experience needs for cutting-edge technology, consumers’experience needs for panoramic movies and games, and consumer fragmented time.Entertainment needs and so on. This kind of divergent thinking can provide morecreative forms that meet consumer needs in the formation stage ofentrepreneurial projects. For example, the flash-type VR experience pavilionfocuses on the entertainment needs of fragmentary time, and the small VIP canmainly meet the needs of panoramic movie experience.

When entrepreneurs gather the entrepreneurialism broughtabout by multiple directional thinking, they can concentrate the essence ofvarious ideas through convergent thinking, and identify and choose the mostreasonable and effective solution among all feasible solutions. For thespecific implementation plan of pet-themed cafes, members of theentrepreneurial team have proposed pet themes, animation themes, and lovethemes based on the different preferences of the target group. Then, finallyadopting a Hello Kitty-themed cafe, it may be able to Focus on these kinds ofideas.

The two creative thinking methods just mentioned, divergentthinking and convergent thinking, are complementary and mutually reinforcing.Without the extensive collection of divergent thinking, there would be noobject of convergent thinking, and there would be no systematic analysis ofconvergent thinking. No matter how many results there are, it is difficult toreally aim at the target. Only when the two are used alternately can aninnovative process be successfully completed.

The third common way of creative thinking is called criticalthinking, which is critical thinking. In response to the results of convergentthinking, we can ask questions like this. Why should consumers pay for thisproduct? Where is the evidence of market opportunities? Critical thinkingshould target the key and principled issues in entrepreneurship. Non-cynicism,open-mindedness rather than hesitation, analysis and criticism, rather thanfaultfinding, this is the summary of this issue by the famous critical thinkingexpert Peter Fan Xiyang.

The last common way of thinking is associative thinking,that is, jumping from one thing to another, or imagining those that do notexist but are related. This way of associative thinking can help peopleunderstand things better. Essence, and establish connections between variousthings. As far as creativity is concerned, associative thinking helps to searchfor things-related information in the brain's memory bank, and discover newstates and situations of things on the basis of original knowledge andexperience. In the course of teaching, we used the entrepreneurialinvestigation process of previous classmates and the entrepreneurial process ofwell-known brands as examples to tell and discuss, in order to help you build amemory bank for association. In this part, we learned 4 kinds of creativethinking. In this way, everyone can continue to train.