How to start a business in a crisis and without money? How to find customers in conditions of falling solvency of the population? How to return clients who can no longer afford your services? Or, perhaps, look for them in another place where your services are needed and in demand? But how to find this wonderful place?
It seems that these questions in various variations have worried almost every entrepreneur at different stages of business. Especially since crises have followed one another in almost all countries where such a phenomenon as business exists over the last decade and a half. You can find a great many pieces of advice on all the above topics, and it almost always turns out that the basis for success and prosperity is creative thinking and an unconventional approach.
You can develop these qualities to the maximum in our programs ” Cognitive Science ” and ” TRIZ in Practice: Creative Approach at Work and in Life “. Let us clarify that TRIZ is a theory of solving inventive problems. But this is for the future, and today we will introduce you to one of the most popular methods of creative thinking – the “6 Thinking Hats” method by Edward de Bono. And we will see how it can be applied in practice, using a specific case as an example.
De Bono’s 6 Thinking Hats: What are they?
The 6 Thinking Hats method is a creative technique that helps analyze ideas and think through solutions from different perspectives. It is essentially a system of organizing thinking that describes tools for structuring group discussions and individual mental activity using six colored hats.
The author of the method is the British psychologist and writer, expert in the field of creative thinking Edward de Bono, also known as the inventor of the concept of lateral thinking.
Let us clarify that lateral thinking is the ability to think outside the box, using the maximum number of approaches to solving a problem, which is usually not very characteristic of human logic. The name comes from the English lateral thinking (side, transverse, directed to the side), which symbolizes an active search for different options as opposed to the standard straightforward “head-on” approach.
A detailed understanding can be gleaned from the book Lateral Thinking: Creativity Step by Step [ E. Bono, 1977 ]. The Russian-speaking audience can refer to the publication Lateral Thinking. A Textbook of Creative Thinking [ E. Bono, 2005 ]. And get acquainted with the book The Art of Thinking. Lateral Thinking as a Way to Solve Complex Problems [ E. Bono, 2015 ].
In fact, Edward de Bono’s “6 Thinking Hats” method is based on the metaphorical use of six hats of different colors, each representing a certain style of thinking. Edward de Bono’s “6 Thinking Hats” method is described in detail in his book of the same name, Six Thinking Hats: An Essential Approach to Business Management [ E. Bono, 1985 ]. A translation of the book “Six Thinking Hats” into Russian is available [ E. Bono, 1997 ]. Now let’s talk a little more about each of these six hats.
White hat
The white hat is facts and information. Mentally (or physically) putting on the white hat, you need to concentrate on objective information, facts, statistics and other data. Ask yourself questions:
- What do we know?
- What data do we have?
- What are we missing and where can we find it?
In this way, you can, for example, collect statistics or key facts before the actual discussion.
Red hat
The red hat is about emotions and intuition. When putting on the red hat, you need to pay attention to emotions, intuitive feelings and personal opinions. Ask yourself questions:
- What emotions does the idea evoke?
- How do we feel about this decision?
- Do we have inner doubts or inspiration?
In a group, this can be assigned to the most emotional participant. At this stage, you can express your feelings without justifying them logically.
Black hat
The black hat is critical thinking and caution, analyzing risks, weaknesses and potential problems. Putting on the black hat, you need to take a realistic look at the situation and think through the most pessimistic scenarios. Ask yourself:
- What are the disadvantages of the idea?
- What are the risks and obstacles?
- Why might this not work?
This is necessary to identify weak points and avoid unwanted consequences.
Yellow hat
The yellow hat is optimism, opportunities and advantages. Like a bright sun, yellow illuminates all the positive aspects, benefits and prospects. Answer the questions:
- What are the advantages of this solution?
- Why might it be successful?
- What benefit will it bring?
This helps to focus on opportunities and find growth points, even if the situation is not the most optimistic.
Green hat
The green hat is about creativity, fresh ideas, new approaches and creative thinking. So, when you put on the green hat, it’s time to answer the questions:
- How can we improve the idea?
- Are there any alternative options?
- What non-standard approaches can be applied?
You can even organize a brainstorming session by giving everyone a green hat. Brainstorming is a problem-solving method in which the participants in the discussion generate the maximum number of ideas, including the most fantastic ones. From these ideas, the most optimal one is then chosen, which can be finalized and implemented. Remember that in no case should any criticism of ideas be allowed at the generation stage.
By the way, if you are interested in the idea of using the “6 Thinking Hats” method to organize a brainstorming session, you can read the article “RBC PRO: How to properly conduct a brainstorming session and use the 6 Thinking Hats” and take the proposed approaches into service [ N. Nepryakhin, 2020 ].
Blue hat
The blue hat is process management. The blue hat is usually given to the project manager or discussion moderator, who coordinates the discussion process, manages timing, and ensures that participants do not deviate from the topic. He or she also asks questions:
- What steps will we take?
- What is the best way to organize the discussion?
- What conclusions do we draw from wearing “other hats”?
If the discussion is a group, the hats can be distributed among team members, or each color can be used together in turn. If you are thinking about an idea “quietly by yourself,” all the hats are yours, and you can follow the sequence given, returning as necessary, for example, to the black hat if another risk factor is discovered.
Now let’s look at the possibilities of applying the “6 Thinking Hats”, examples from the world of business and other areas.
The “6 Thinking Hats” technique: where to apply it?
The Six Thinking Hats method is universal and can be used to solve a wide variety of problems in various fields. Its flexibility allows this technique to be used both in individual work and in team discussions. Let’s look at the main areas of application of the Six Thinking Hats technique.
Business
The “6 Thinking Hats” method is most actively used in the business sector as it is the most sensitive to innovations and responds more quickly than others to changes in environmental conditions.
Objectives: defining the company’s long-term strategy, launching a new product, entering the international market.
Example: A company wants to enter the Asian market. The white hat collects data on local consumer needs and local traditions, the green hat generates product adaptation ideas, and the black hat analyzes entry barriers.
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Conflict resolution in a team
The diversity of approaches offered by the “6 Thinking Hats” technique allows one to listen to everyone, giving legitimacy to the most extravagant ideas and claims, which can then be discussed and brought to a common denominator, because other ideas from the position of the “6 Thinking Hats” method are legitimate to the same extent.
Objectives: elimination of internal conflicts , search for compromises.
Example: When discussing a dispute between the marketing and sales departments, the method allows everyone to express an opinion within a certain “hat” and hear counterarguments in a specially organized safe discussion space.
Process optimization
Optimizing work processes is another area where Edward de Bono’s “6 Thinking Hats” method can be useful. In any company, there are always as many people as there are opinions on how everything should be organized. The ability to carefully analyze all these opinions makes the discussion constructive and allows you to quickly find the best option.
Objectives: automation of processes, improvement of customer service.
Example: can be used when discussing the topic of implementing a CRM system and other software, improving logistics, reducing order fulfillment time, organizing meetings, etc.
Education sector
In the field of education, the “6 Thinking Hats” method can be used in lessons to develop students’ critical thinking , in educational and methodological work to develop a lesson concept, a new curriculum, and a program of optional classes.
Objectives: optimization of the educational process for the purpose of better assimilation of material by students, improvement of the quality of educational programs and extracurricular activities.
Example: in a literature class, you might discuss the characters in a novel through six hats, using white for facts, red for emotions, etc. In a physics class, you might similarly discuss a scientific discovery or experiment.
Sphere of science
In the field of science, the “6 Thinking Hats” method can be an aid in analyzing large amounts of information, finding solutions in conditions of uncertainty and insufficient data, especially in innovative areas.
Objectives: research of new technologies, analysis of experimental data.
Example: Scientists might use the 6 Thinking Hats method to discuss the prospects for developing alternative energy sources.
Medicine
In medicine, this method can be useful for diagnosing cases where symptoms are not obvious or may indicate a variety of diseases.
Objectives: analysis of complex clinical situations where it is necessary to take into account various factors, diagnostics in complicated conditions.
Example: A team of doctors is analyzing a rare case of a disease, the white hat focuses on the symptoms, the black hat on possible complications, and the green hat suggests alternative approaches to treatment.
Military affairs
In the context of a massive escalation of military conflicts, when many traditional strategies cease to work and new technologies intervene, the “6 Thinking Hats” method allows you to assess the influence of various factors and make the best decision.
Objectives: development of operational tactics, threat assessment.
Example: When preparing an operation, the military uses the white hat to analyze intelligence, the yellow hat to look for best-case scenarios, and the black hat to assess risks.
Technology and engineering
In engineering and technology, the method can be useful both for developing innovations and for solving current problems when, for example, the cause of equipment failure is not obvious.
Goals: troubleshooting, improving system performance, developing new applications, developing artificial intelligence systems .
Example: A development team discusses how to optimize algorithms given a perspective and constraints.
Arts and Culture
The technique of “6 Thinking Hats” can open up a truly countless number of plot options. Each hat allows you to focus on one or another aspect of the script, to emphasize the negative or positive qualities of the hero, etc.
Objectives: development of scripts for films, TV series, shows, plots for artistic and musical works, paintings.
Example: A creative team evaluates a film’s plot using a method to work on viewer emotion, visuals, and logic.
Personal effectiveness
And finally, the method can be useful for solving everyday life problems when it is difficult to immediately find the best solution, and in addition, it is necessary to take into account the interests of all family members.
Goals: choosing a profession, direction in business, budget planning, relocation .
Example: using the method helps to objectively consider all the pros and cons of moving to another country temporarily or permanently.
Thus, the “6 Thinking Hats” method is effective in any area that requires consideration of different points of view, creativity, risk analysis and idea generation. And now we are ready to consider in detail a specific case that can be useful to almost any of you and which can be taken as a model, adapting it to your circumstances.
Case Study: The 6 Thinking Hats Method for Finding Your Niche in the Infobusiness
Today, online sales, online training, online consultations are gaining momentum, so almost anyone who has some expert knowledge can fit into this trend and start earning money online. Of course, the information business, like any other business, involves a preliminary analysis of the market, competitors, taking into account many factors and technical training.
At the same time, starting in the online sphere is easier and cheaper than in a traditional business, where you need to rent premises for an office, store, warehouse, maintain it in an appropriate sanitary condition, receive visitors from among inspectors, etc.
To start online, you will need a computer, Wi-Fi and registration as an individual entrepreneur or self-employed. And, of course, your knowledge and skills. And the “6 Thinking Hats” method can help you find your niche in the information business.
Using this method to find a niche in the information business helps to structure the analysis and reveal your strengths, take into account the interests of the audience and identify promising areas. Let’s analyze this case step by step.
Step 1. White hat
We remember that the white hat is “responsible” for facts, data, and other objective information. Gathering objective information is where you should start planning your business. Ask yourself questions and find answers to them:
- What niches are popular in the information business now? For example, courses on self-development, finance, marketing, languages, IT, healthy lifestyle.
- What trends are most relevant now? For example, remote work , artificial intelligence, environmental awareness, emotional burnout.
- What competencies and experience do you have that can be monetized? In particular, professional skills, personal achievements, hobbies.
- Who is your target audience? It could be entrepreneurs, parents, teenagers, housewives, amateur athletes.
Use tools such as Google Trends, market research, target audience surveys.
Step 2. Red hat
The red hat is responsible for emotions and intuition. Remember that your money is with other people, and therefore for successful sales it is important for you to take into account their emotional state, give joy from solving the problem, give the opportunity to relax and unwind, etc.
And, of course, it is important to be natural in your emotions, and ideally share them with your target audience. Ask yourself questions and look for answers:
- What inspires you and what interests you? Maybe it’s teaching people, creating, helping them grow their careers.
- What topics could you discuss with pleasure over a long period of time? For example, films, books, raising children, writing music.
- What needs of your audience do you feel especially acutely? Let’s say, fear of technology, desire for stability.
Remember that the key to successful niche selection is having an interest in the topic that keeps you motivated.
Step 3. Black hat
The black hat is our critical thinking and caution, an objective assessment of risks and limitations. Consider the following questions:
- Why your idea might not work? Reasons may include low demand, high competition, lack of uniqueness.
- What problems may arise during launch? For example, lack of resources, difficulties with promotion due to lack of experience in Internet marketing.
- How are your competencies perceived by potential clients? For example, are you “well-known in narrow circles” or have you only recently “burst into” this market?
For example, if you want to teach how to work with Excel tables, think about how to stand out among the many competitors. For example, do not try to embrace the immensity, but make a course strictly for beginners, as we did, for example, by preparing for our readers and subscribers ” Basic Course on Excel “.
Step 4. Yellow hat
Yellow is optimism and faith in your capabilities. At this stage, you need to start assessing the benefits and prospects of the chosen niche, in order to see if they can “outweigh” the risks and costs. Work through the following questions:
- What advantages do you have? For example, experience in a specific field, public speaking skills, having an audience.
- What prospects can the chosen niche open? For example, satisfy the growing demand and get the opportunity for long-term income.
- What forms of information business can you use? These can be online courses, webinars, coaching, paid communities, books.
Keep in mind that experts in highly specialized fields (for example, Excel for accountants) can make money due to the lack of good offers on the market and the small number of competitors.
Step 5. Green hat
The green hat is “responsible” for creativity, and here our goal is to generate non-standard solutions. Think about the following questions:
- What narrow problem can you solve for people? Say, financial literacy training for teenagers, stress management for new parents.
- How can you combine multiple topics into a unique niche? For example, Psychology + Time Management = Emotional Productivity.
- What formats and approaches can be used? Micro-courses with training in a skill in 30 minutes are becoming fashionable now. And traditional formats such as subscription, webinars and audience engagement through active participation are still afloat.
When you think about your pricing policy and subscription cost, be sure to consider the restrictions on minimum money transfers that banks, payment systems, online platforms and other entities through which you will accept payments may set. So, if you want to attract with a minimum price, but the system does not allow such small amounts, offer a starting subscription for 60 days, not a month.
Step 6. Blue hat
The blue hat is responsible for managing the process. Think about what you will do and in what order, make an action plan, test the idea through a small free product, collect feedback from potential customers and adjust the product based on the data received.
Start small. For example, create a landing page on social networks, prepare a trial webinar or a free guide, launch a pilot project.
Let’s summarize how the “6 Thinking Hats” method helps you find your niche:
- The white hat identifies objective market opportunities.
- The red hat allows you to understand what motivates you personally and your audience.
- The black hat helps you avoid mistakes and anticipate risks in advance.
- The yellow hat shows what advantages will make you stand out in the market.
- The green hat helps you find creative approaches that will ensure uniqueness.
- The blue hat structures actions for step-by-step launch.
To help you navigate and apply the case under consideration in practice, we will provide options for niches in the information business. Perhaps one of them is suitable for you for a quick start.
Career Skills:
- Training in working with popular programs (Word, Excel, PowerPoint) for beginners.
- Time management training.
- Teaching the basics of planning.
- Training in rhetoric, public speaking, public speaking, self-presentation.
Self-development:
- Emotional intelligence.
- Psychology of relationships.
- Speed reading.
- Personal finance.
Creation:
- Training in writing texts for blogs.
- Training in video filming and video editing.
- Podcast creation courses.
- Training in drawing, design, artistic design.
Health and Wellness:
- Stress management courses.
- Mental self-regulation.
- Posture exercises, yoga, pilates.
- Weight loss courses.
Business and Marketing:
- Training on how to launch an online store.
- Training on sales through social networks.
- Internet marketing courses, SMM, SEO.
- Training in the basics of accounting.
Of course, you can add to this list yourself or find something completely unique for yourself that others have not yet thought of. And you will do much better if you take our programs ” Cognitive Science ” and ” TRIZ in Practice: Creative Approach at Work and in Life “.
