Solving business problems using a lateral thinking approach

Purpose – Basing one's business decision on an approach that relies on experience may work sometimes. Experience is a useful part of the process, but it may also lock the decision maker into a method that cannot lead to an innovative solution. An alternative to this experience‐based (linear) way of problem solving is a certain skillful way of thinking known as lateral thinking. This paper aims to present a simple alternative approach to managerial decision making. Design/methodology/approach – Here lateral thinking is defined as methods of thinking concerned with changing concepts and perception. Various tests are suggested that show how it might be measured. These tests were originally developed to identify creative thinking ability. One of these tests is used in an illustrative decision aid to reduce a common decision‐making “bias” labeled “hindsight bias”. Findings – The simple decision aid reduced the hindsight effect for those decision makers who were deemed to be limited in their lateral thinking ability. Those who could already think laterally were not affected by the decision aid. The decision aid was decision‐making neutral for them. Originality/value – Often, when attempting to improve decision making, the focus is on providing better information or models. Rarely is the cognitive ability of the manager specifically considered. Here, a simple decision aid has been suggested that appears to help managers adopt a different perception of the decision situation. For managers and organizations this is a low cost opportunity to achieve better results.