Thinking Creatively

GCSE Business Studies

Aims and Objectives

Aim:
Level

E-D
C-B
B-A
A*

Understand how to think

creatively.
Objectives:
Define deliberate creativity.
Explain the process of deliberate
creativity.
Describe how deliberate creativity
may lead to USPs.
Analyse the features of products and
innovate them to create USPs

Starter
Define deliberate creativity.
Define lateral thinking.
Give an example of an
entrepreneur who invented a new
product using deliberate creativity.

Maltesers
In this activity, your task is to
think about bags of Maltesers.
In groups brainstorm its exact
features, down to the last
possible detail. For example:
Bag is red, with pictures of the contents

Maltesers Product
Features

Maltesers
Comes in a small plastic bag
Bag is flimsy, so you can see and feel the shape of the sweets
Bag is red, with pictures of the contents
A malteser is an airy honeycombey, melty, malty ball, covered in chocolate
All the contents are covered in the same chocolate (white or milk)
There are about 18 Maltesers in a small pack
A small pack weighs 37gm
Each Malteser is big enough to hold and eat individually, in one go
The chocolate covering the Malteser is very milky and sweet
Maltesers also come in larger plastic bags and also in larger boxes

Maltesers
Independently decide on one of the points from your
brainstorm.
How could you improve this or make it different?
Extension:
Decide on three more points, how could you improve
these features?
Point To Improve
The feature I would like to improve would be.
How I Would Improve It
I would improve this feature by ..

Point To Improve
The feature I would like to improve would be.
How I Would Improve It
I would improve this feature by ..
Point To Improve
The feature I would like to improve would be.
How I Would Improve It
I would improve this feature by ..

Point To Improve
The feature I would like to improve would be.
How I Would Improve It
I would improve this feature by ..
Point To Improve
The feature I would like to improve would be.
How I Would Improve It
I would improve this feature by ..

Maltesers
As a group discuss your ideas together.
Decide on the best idea for creating a successful
new Malteser product. (you are looking for a USP!)
Best Feature To Improve
The best feature I would like to improve would be.
How I Would Improve It
I would improve this feature by ..
How would it create a
USP
By improving the Maltesers it would create a USP because

Blue Skies Thinking

A technique of creative
thinking where participants
are encouraged to think of
as many ideas as possible
about an issue or a
problem.

Checkpoint
Jacob attends a course on setting up a business.
On the course, he participates in a blue skies
thinking session. Which one of the following is
most likely to be correct? Select one answer.
Blue Skies thinking
A) Will put him at a competitive disadvantage when
he starts his own business.
B) Is an example of creative thinking.
C) Is the opposite of lateral thinking.
D) Discourages people from thinking of new ideas.