This
paper explains that, in the creation of a marketing
plan, Paul Sloane's concept of
lateral thinking may be used to better the plan; in lateral thinking, the problem is tackled from many sides instead of handling it head-on. The author points out that another innovative way of thinking and planning is
critical thinking, also known as
informal logic, or the identification and the assessment of all the evidence needed in order to make a proper decision. The paper relates another alternative method is
counterfactuals thinking, which involves offering alternatives to something that has already had a particular outcome.