Creative people engage in lateral thinking in addition to vertical thinking. Vertical thinking is an analytical, logical, process that results in few answers. The vertical, or critical, thinker is looking for the one best solution to a problem, much like solving an equation. In contrast, lateral thinking spreads out to find many different solutions to a problem. The vertical-thinking leader attempts to find the best possible return on investment in financial terms only. The lateral, or creative, thinking leader might say, "A financial return on investment is desirable. But let's not restrict our thinking. Customer loyalty, quality, being a good