Think Deeper: Unlocking the Power of Third-Third Creativity
We often celebrate creativity as driving innovation, problem-solving, and progress. For businesses striving to remain competitive in an ever-changing market, cultivating a creative mindset is valuable and essential. Divergent thinking is a foundational concept for creative problem-solving, enabling individuals and teams to explore multiple possibilities before narrowing down to the most promising solutions. But what happens when we take this concept further? Enter third-third thinking, a powerful extension of divergent thinking that encourages even more profound, more transformative ideation.
Divergent thinking generates many possible solutions or ideas in response to an open-ended question or challenge. It requires an open mind and a willingness to explore paths that may initially seem unconventional or unrelated. Unlike convergent thinking, which involves focusing on narrowing down to a single correct answer, divergent thinking thrives on expanding possibilities. We often fall into this type of thinking during brainstorming sessions, where the goal is to generate as many ideas as possible without prematurely evaluating or discarding them.
Divergent thinking fuels creativity by encouraging individuals to avoid linear, logical problem-solving and instead embrace spontaneity, imagination, and broad ideation. The result is often a diverse pool of potential solutions. This approach is critical in fostering an innovation culture within businesses, as it helps individuals move beyond conventional wisdom and generate more original and impactful ideas.
Third-third thinking is a concept that pushes divergent thinking beyond initial comfort zones. In traditional brainstorming, the first ideas generated tend to be the most obvious, reflecting familiar patterns or previously known solutions. These initial ideas represent the “first third,” consisting mainly of what is expected, comfortable, or conventional. To truly innovate, however, we must push beyond these initial solutions into less familiar, more creative territory.
In third-third thinking, we divide the ideation process into three phases:
- First Third: The apparent ideas that come to mind quickly are usually safe, tried-and-tested options.
- Second Third: Ideas that begin to challenge assumptions, introducing some novelty and creativity — but still within the realm of comfort.
- Third Third: The most creative, unusual, and potentially groundbreaking ideas. These are often the result of pushing beyond the first wave of thinking, where comfort and predictability end and actual exploration begins.
The “third-third” is where the magic happens. These ideas are often the most transformative because we generate them after exhausting the familiar and obvious options. The key is persistence and a willingness to continue brainstorming after the initial burst of ideas. In this phase, participants are encouraged to let go of fear of judgment and to entertain the more unusual and even outlandish ideas. In this zone, true breakthroughs occur — where insights may be disruptive, surprising, and revolutionary.
When we push ourselves into the third-third, we often stumble upon ideas we never imagined. These ideas are more likely to be unique, offering innovative solutions that can give businesses a competitive edge. Instead of being limited by the same old approaches, third-third thinking helps companies discover new opportunities for differentiation.
Relying on familiar solutions can be detrimental to business growth. By actively engaging in third-third thinking, teams reduce cognitive bias, ensuring that their solutions are not limited by habitual thinking or influenced by the most vocal voices in the room. This method also democratizes ideation, as everyone is encouraged to participate beyond the first wave of predictable suggestions.
Third-third thinking requires participants to tolerate ambiguity and push through moments of discomfort, both critical skills for building resilience. This capacity to persevere when easy answers have been exhausted is vital for today’s businesses, which must be agile and adaptable in the face of complex challenges. Third-third thinking teaches teams not to settle for the prominent and easy but to embrace the exploratory journey.
The process of third-third thinking also enhances collaboration. Because this approach asks participants to go beyond their first suggestions, it fosters deeper engagement and interaction within the group. By moving into new and creative territories, teams often build on one another’s ideas, leading to richer, more complex solutions that would not have been possible through individual efforts alone.
Practical Tips for Engaging in Third-Third Thinking
To implement third-third thinking in a business setting, here are some practical approaches:1. Extend Brainstorming Sessions: Allocate extra time for creativity beyond the initial phase when ideas wane. Encourage participants to keep going, even after they think they’ve exhausted their suggestions.
2. Use Provocative Prompts: Challenge participants with unusual or thought-provoking prompts to stimulate ideas in new directions. The goal is to keep pushing the boundaries of what is possible.
3. Embrace Playfulness: Encouraging a playful atmosphere helps participants feel comfortable pushing boundaries and taking creative risks. Laughter and a willingness to look “silly” are indicators that the group is moving into the third-third.
4. Delay Evaluation: To foster genuine creativity, it is crucial to delay evaluating or judging ideas until after the brainstorming phase is complete. This ensures that even the wildest concepts get a chance to emerge.
Third-third thinking is a powerful tool for anyone looking to break free from conventional thinking and foster genuine innovation. By pushing beyond the comfort of the familiar and embracing a mindset of exploration, teams can generate groundbreaking ideas that elevate business innovation. While divergent thinking opens the door to multiple possibilities, third-third thinking encourages us to keep that door open longer — long enough for the most creative, disruptive, and transformative ideas.
Engaging in third-third thinking can be challenging, but the results can be extraordinary. This mindset may be the difference between simply keeping up and genuinely leading the way for businesses and leaders striving to stay ahead of the curve.
