Alternatives seeking is another fundamental process of lateral thinking and constitutes the real essence of creativity.
Even when we come up with an idea, that we consider as definitive, we should always ask ourselves whether there is another better solution, trying to investigate not only “reasonable” alternatives, but also considering the most provocative ones.
It is important to define the so called “fix point” to which refer the alternatives. In this case, the question to ask is: “Alternatives as regards which aspect?”. Usually, for each given situation, it is possible to define a lot of fix points and then, for each of them, to seek the alternatives. The “fix point” can be:

an aim: Which are the methods to achieve a given objective? Which are the methods to develop a given function? The “fix point” represents the achievement of the objective.

Example: Fix point: “light the fire”. Alternatives: “matches”, “lighter”, “to scratch two pieces of wood”, “use a lens to concentrate sun rays”.
a group: it may be used as fix point the name of a group or a list of specifications. Alternatives seeking consists, in this case, in finding elements belonging to that group or meeting those requirements.

Example:
which is the alternative to an orange? Fix point (group): “fruits for domestic consumption”. Alternatives: “apple”, “pear”, “banana”, etc. Or it is possible to select as fix point the group “fruits from a citrus tree”: in this latter case, the alternatives will be “lemon”, “grapefruit” and “mandarin”.
an analogy: indeed, an analogy is simply a particular way to specify a group. In this case, it is necessary to distinguish between physical analogy and perceived analogy.

Example:
which other leaves are similar to this one? Which other painters depict with a style similar to this one?
a concept: indeed, fix points are in their selves concepts. Starting from an idea, it is possible to arrive to the concept originating that idea and then other ways to realize that concept are sought. Ideas describe the operative way to do something; concepts refer to the implicit general method.

Example:
a concept is “ go through a street”. The related ideas are: “by walk”, “by bicycle”, “by car”, “by bus”, etc.

CLASS	B
PHASE	Idea generation
APPLICATION FIELDS	Improvement Simple problems Projects General strategy Planning Processes
ASSUMPTIONS	This technique assumes: the capability to stop and seek alternatives also when it is apparently not so necessary, or when the next step is logical and feasible. the capability to be engaged in the seeking of alternative routes, instead of be satisfied with the ones already found; the capability to “project and plan” new alternatives, thus modifying instead of simply analyzing the present situation.
PROS
CONS	Clearness and specificity are required in defining the fix point.
DESCRIPTION	Alternatives seeking is another fundamental process of lateral thinking and constitutes the real essence of creativity. Even when we come up with an idea, that we consider as definitive, we should always ask ourselves whether there is another better solution, trying to investigate not only “reasonable” alternatives, but also considering the most provocative ones. It is important to define the so called “fix point” to which refer the alternatives. In this case, the question to ask is: “Alternatives as regards which aspect?”. Usually, for each given situation, it is possible to define a lot of fix points and then, for each of them, to seek the alternatives. The “fix point” can be: an aim: Which are the methods to achieve a given objective? Which are the methods to develop a given function? The “fix point” represents the achievement of the objective. Example: Fix point: “light the fire”. Alternatives: “matches”, “lighter”, “to scratch two pieces of wood”, “use a lens to concentrate sun rays”. a group: it may be used as fix point the name of a group or a list of specifications. Alternatives seeking consists, in this case, in finding elements belonging to that group or meeting those requirements. Example: which is the alternative to an orange? Fix point (group): “fruits for domestic consumption”. Alternatives: “apple”, “pear”, “banana”, etc. Or it is possible to select as fix point the group “fruits from a citrus tree”: in this latter case, the alternatives will be “lemon”, “grapefruit” and “mandarin”. an analogy: indeed, an analogy is simply a particular way to specify a group. In this case, it is necessary to distinguish between physical analogy and perceived analogy. Example: which other leaves are similar to this one? Which other painters depict with a style similar to this one? a concept: indeed, fix points are in their selves concepts. Starting from an idea, it is possible to arrive to the concept originating that idea and then other ways to realize that concept are sought. Ideas describe the operative way to do something; concepts refer to the implicit general method. Example: a concept is “ go through a street”. The related ideas are: “by walk”, “by bicycle”, “by car”, “by bus”, etc.
CORRELATE TECHNIQUES	CREATIVE CHALLENGE
REFERENCES	De Bono E., Serious Creativity Using the Power Lateral Thinking to Create New Ideas, The McQuaig Group, 1992 (trad. it. Severo Mosca, Essere Creativi. Come far nascere nuove idee con le tecniche del pensiero laterale, Milano, Edizioni Il Sole 24 ORE, 1998).

ALTERNETIVE SEEKING