Creative thinking is also ‘double-minded’ thinking that ‘operates on more than one plane’. It can be described as a ‘transitory state’. As a result of this transitory state “the balance of both emotion and thought is disturbed.”
Using logic to derive new consequences amounts to little more than permutations of existing concepts, we can generate new links between concepts perhaps, but no conceptual novelty.
Here’s how thinking to a higher order works. If I hand you a brick and ask, “How many uses can you think of for this?” you’ll probably come up with a dozen or so uses, all of them functional.
If, however, I asked you, “What 40 ways can you think of to use this?” I’m likely to get a whole different kind of list. After exhausting the obvious uses, you’ll find yourself uncomfortably searching for other unthought-of uses. Before, you’ll actually hit on something truly original. It is here, at this uncomfortable point when you think you’ve exhausted all practical uses for the brick, where true creativity lives. It’s where you start to find new connections between the object at hand and the world around you. You start thinking beyond the obvious solutions. Your ego stops judging every passing thought in the name of quantity.
Another example is to look at the symbol ‘x’ and ask what universal word would define this symbol. Logic says it's a letter x and this is correct. Now ask the question, what six other explanations could it be? And you tap into higher order lateral thinking mode.
It could be times, multiply, wrong, kiss, cross, or ten in Roman numerals. We have now taken our brain out of logic mode into creativity mode.
Creativity can be defined as the process through which the mind finds formerly unrecognized relationships between two entities or ideas. It is something that allows us to see something in a different way. It is taking the obvious and making it interesting.
Knowing how our mind’s creativity works is the reason few advertising creatives settle on the first idea (or handful of ideas) they find. The thinking being, if it was that obvious to me, it must be obvious to everyone, therefore there’s nothing new or exciting about it. Truly creative solutions are a bit unnerving, not because they are provocative or irrelevant, but because you’ve never seen something quite like this, and your mind doesn’t know how to evaluate them.