Business Studies Grade 10 | What is Creative thinking?

The meaning of creative thinking

Creative thinking is the ability to generate original, varied, and innovative ideas by thinking in ways that are unconventional and unique. It focuses on exploring ideas, generating possibilities, and looking for many possible solutions rather than settling for the obvious or traditional ones. Creative thinking is not only about coming up with new ideas but also about making these ideas real and practical. It requires being open to different perspectives and actively seeking multiple answers to a single problem, which helps in discovering fresh and effective solutions. In essence, creative thinking encourages individuals and businesses to go beyond the usual, embrace novelty, and turn imaginative ideas into reality.

Case study : Easy Bake Bakery

Easy Bake Bakery, once popular for its classic cakes and pastries, began losing customers as tastes changed and competitors offered modern, health-focused options. Sales dropped steadily, social media engagement declined, and even loyal customers wanted “something different.” Staff felt unheard.

Management realised that traditional problem-solving—like slightly adjusting prices, offering discounts, or improving packaging—wasn’t enough to bring customers back. It became clear that what Easy Bake Bakery truly needed was fresh, bold thinking: a way to break from routine, reimagine the menu, and reconnect with its community in new and exciting ways.

This growing pressure and the clear signs of market change pushed Easy Bake Bakery to embrace creative thinking: to look beyond familiar solutions, explore a variety of new ideas, and turn those ideas into practical actions that would breathe new life into the business.

To implement creative thinking Easy Bake Management embarked on a process of creative thinking by undertaking the following activities

Identifying the problem

The bakery begins by recognising that sales are steadily declining because customers have grown bored with the familiar range of products. Realising the need for change becomes the starting point for applying creative thinking, as it highlights the importance of finding new and appealing solutions.

Thinking in unconventional and original ways

Building on this awareness, the team decides not to settle for minor adjustments to existing recipes. Instead, they choose to break away from routine thinking by asking bold questions like, “What if we offered something completely different?” This shift towards unconventional and original thinking helps them step outside traditional ideas and imagine fresh possibilities.

Exploring ideas and generating many possibilities

To turn this new mindset into action, the bakery organises brainstorming sessions where everyone contributes ideas freely. They explore a variety of options such as introducing healthier and gluten-free products, designing themed pastries for local festivals, or even collaborating with local artists for unique cake decorations. By deliberately looking for many possibilities rather than a single fix, they create a rich pool of creative ideas.

Staying open to new ideas from everyone

To deepen this process, the team encourages suggestions from all staff members—not just the managers or head bakers. They believe that cashiers and delivery drivers, who hear daily customer feedback, might offer fresh insights. This openness ensures that creative thinking is inclusive and benefits from diverse perspectives.

Producing new ideas and making them real

Rather than keeping these ideas theoretical, the bakery takes practical steps to test them. They produce small batches of gluten-free muffins or seasonal pastries and invite customer feedback. This act of turning creative concepts into tangible products helps the business see what works in the real market.

Looking for many possible answers

Importantly, the bakery avoids putting all its hopes on a single new product. Instead, it continues experimenting with different ideas simultaneously: seasonal specials, interactive baking workshops, and limited-edition treats. This flexible approach ensures that if one idea doesn’t succeed, others might.

Achieving the goal through creativity

Ultimately, by connecting all these stages—recognising the problem, thinking differently, exploring widely, staying open to ideas, testing them in practice, and keeping multiple solutions in play—the bakery transforms its product range and revitalises customer interest. Through this process, creative thinking proves to be more than a skill; it becomes a practical strategy that leads to real business success.

How Easy Bake Bakery’s activities demonstrate each element of creative thinking

Original, varied, and innovative ideas: The bakery moved beyond its traditional menu by introducing new products like gluten-free pastries, health-conscious treats, and themed cakes tied to local events. These fresh offerings showed originality and variety that broke away from their usual recipes.

Unconventional and unique thinking: Instead of following routine problem-solving, the team deliberately challenged old assumptions and asked bold questions about how to reinvent their product range. They thought outside the box rather than relying on standard fixes like discounts or packaging changes.

Exploring ideas and generating possibilities: Through brainstorming sessions, the bakery generated many possible solutions—from new recipes to community events and collaborations with local artists—demonstrating a broad exploration of ideas instead of settling on just one answer.

Being open to different perspectives: Easy Bake Bakery actively included suggestions from all staff levels, such as bakers, cashiers, and delivery drivers, valuing diverse viewpoints and recognising that creative ideas can come from anyone within the business.

Making ideas real and practical: The bakery didn’t just theorise new products; they tested them by producing small batches, collecting customer feedback, and adjusting accordingly. This ensured that ideas were turned into tangible, market-ready products that could revive sales.

Looking for many possible solutions: Rather than focusing on a single new product, the bakery kept experimenting with multiple ideas simultaneously—such as seasonal specials and baking workshops—keeping their options open to find the most effective solution.