2. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Gabriel Tong 唐裔隆 12 Nov 05 培養孩子們 以 創意解難 的 思考方法 Vice President 副會長 ©2005 All Rights Reserved by TOTEX DESIGN LIMITED Part 1 - Vertical Thinking Horizontal Thinking Part 2 - Concepts Operating Concept Part 3 - Analogical Product Attributes Upward Thinking

3. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Down-to-earth Target setting (on the Concrete Product / Solution ground) ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

4. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Product Attributes 產品比對屬性 Conceptual 概念 ( 顯現 ) Commodity 基礎價值 Utility 功能 Style 風格

5. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Vertical Thinking = Reasoning Reasoning = Knowledge + Experience Horizontal Thinking = Imagination Imagination = No Limitation in the Mind Upward Thinking = ?

6. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED©2005 All Rights Reserved by TOTEX DESIGN LIMITED Conceptual 概念 ( 顯現 ) - Commodity 基礎價值 - Utility 功能 -Style 風格 - Analogical Product Attributes - Uniqueness Values Timeliness Utility Efficiency Uniqueness

7. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Being Good is Not Good Enough, one has to be Unique 質優 已成基本，成功必需 獨特 Problem Solving in the Unique way 用 獨特 的方式來 解決問題 ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

8. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Product Attributes Conceptual Commodity Utility Style ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

9. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Product Attributes Conceptual Commodity Utility Style ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

10. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Product Attributes Conceptual Commodity Utility Style ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

11. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Product Attributes Conceptual Commodity Utility Style ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

12. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Product Attributes Conceptual Commodity Utility Style ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

13. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Analogical Finding Concept IdeaExample Upward Thinking Upward Thinking / Idea Inspiration

14. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Vertical Thinking = Reasoning Reasoning = Knowledge + Experience Horizontal Thinking = Imagination Imagination = No Limitation in the Mind Upward Thinking = Sensing

15. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Design is 98% Common Sense, plus 2% Aesthetics acting as the Accent. Sir Terence Conran, 6 Dec 03, in HK

16. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED The 3 Essential Senses for any Professional Practice & Business : Technical Sense Commercial Sense Sense of the Market ©2005 All Rights Reserved by TOTEX DESIGN LIMITED

17. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED 1.The initial understanding of a problem is often too obvious which may not be the true cause of it, otherwise the problem might not have existed. 2.There may be many true causes to a problem. 3.Always push our mind to come up with at least 3 interpretations / concepts of the same problem. 4.If we can find the unique approach to the problem, we are well on the way to create unique solutions. 5.The first solution ideas are usually from our memories or experiences, it is hardly Unique or cannot be New. 6.So, never trust our first idea, push our minds to generate at least 3 ideas at every step of the development. 7.You will often find higher practical values in the later ideas than the initial ones. Always minimum 3 Possibilities

18. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED

19. Vertical Thinking is more to Improve Horizontal Thinking is more to Change Upward Thinking is more to Create

20. ©2004 All Rights Reserved by TOTEX DESIGN LIMITED Gabriel Tong 唐裔隆 12 Nov 05 四維思考 觸類傍通 Vice President 副會長 ©2005 All Rights Reserved by TOTEX DESIGN LIMITED