ABSTRACT
The challenges organisations face as a result of the business environmental paradigm change discussed in Part I call for fresh thinking. The portfolio of management responses, that was both effective and effi cient in the era of sellers’ markets (collectively referred to as the least-cost production/supply paradigm) needs to be revised in order to respond successfully to the different problems posed by buyers’ markets. In most cases this requires a radical change in thinking. This is the essence of business creativity and the process starts with a review of thinking at the individual level. The chapter describes the physiology of the brain and discusses how the process of thinking occurs. Once the fundamentals of thinking have been explored the next task is to apply the key principles to the individual’s problem-solving practice. This requires both mental fl exibility and a tolerance of ambiguity and is fundamentally a personal journey of discovery. Practical exercises are included to assist individuals to realise the need to evaluate their thinking approach to business problems.
