As a result of the globalization and complication of social issues, there is increased awareness about the differentiation of products and services. Therefore, emphasis is placed on ideas from the concept stage. Problem-solving “how to make” thinking for implementing ideas is, of course, important, but above all, you cannot prevail in international competition without creating new value by using problem-discovering “what to do” thinking. Ways of thinking, such as “what to do” thinking, used for creating something original and valuable in concept design—an upstream process in product/service design—are called creative thinking. We all aspire to be creative but very few of us are able to assert ourselves as creative. It would be ideal if all of us could easily engage in creative thinking. However, a clear-cut methodology is not yet discovered. In this article, we look at creative thinking from the perspective of cognitive neuroscience.
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