CITS Slides

CITS
Creative & Innovative

Thinking Skills

Thinking Principles
Session 1
Is there a dierence amongst,

Crea5ve Thinking,
Innova5on and
Crea5vity?
Crea5vity
Bringing into existence an idea that is new

to you.
Innova5on
The prac5cal applica5on of crea5ve ideas.
Crea5ve
Thinking
An innate talent that you were born with

and a set of skills that can be learned,
developed, and u5lized in daily problem
solving.
Creativity
Are you creative?
YES!
Being creative doesnt mean being artistic.
The artist is not a different kind of
person, but each one of us is a
different kind of artist. Eric Gill
What is Crea5vity?
Crea5vity is dened as the tendency to
generate or recognize ideas, alterna5ves, or
possibili5es that may be useful in solving
problems, communica5ng with others, and
entertaining ourselves and others.
Crea5ve solu5ons are more than ideas - they
must work in the real world.
What is Crea5vity?
A crea5ve solu5on has three a2ributes:
It is new (otherwise it would not be crea5ve).
It is useful, in that it solves the problem
(otherwise it would not be a solu5on).
It is feasible, given the messy real world
constraints like money and 5me.
Three Components of Crea5vity

Mo5va5on
Crea5ve
Thinking
Skills
Exper5se
Crea5vity
Source: hMp://www.fpspi.org/pdf/innovcrea5vity.pdf
Exper5se
Technical, procedural, and
intellectual knowledge.
Not all mo5va5on is created equal. An inner

passion to solve the problem at hand leads
to solu5ons far more crea5ve than do
external rewards, such as money.
Intrinsic beMer than Extrinsic.

hMp://mo5va5onfactor.com/wp-content/uploads/2012/11/BoblerUS_jan13.png
Innovation
Innovation is a new idea, device or
process.
It can be viewed as the application of
better solutions
that meet new requirements,
inarticulate needs, or existing market needs.
Types of Innova5on
Business Model
Innova5on
Involves changing the way business is done in terms of

capturing value e.g. HP vs. Dell, AA vs. MAS
Process
Innova5on
Involves the implementa5on of a new or signicantly

improved produc5on or delivery method e.g. TPS
Product
Innova-on
Involves the introduc5on of a new product that is new

or substan5ally improvement e.g. smartphones
Service
Innova-on
Similar to product innova5on except that the

innova5on relates to services rather than to products
e.g. Amazon
How do we innovate?
https://hbr.org/2014/11/to-encourageinnovation-make-it-a-competition
http://www.forbes.com/sites/netapp/
2014/09/08/innovate-like-disney/
The key word is CHALLENGE.
It determines how exible and

imagina5vely people approach
problems.
6 Principles of Crea5ve Thinking
Separate idea genera5on from evalua5on

Test assump5ons
Avoid paMerned thinking
Create new perspec5ves
Minimize nega5ve thinking
Take prudent risk

Postpone evalua5on as late as possible
The best way to get ideas is to defer judgment

Test assump5ons
What do you
see in this
picture?
We should test
EVERYDAY ASSUMPTIONS
USE the 5Ws
Who, What, Where, When, Why


Experiments:
Fold your arms
Then do it the OTHER WAY

Fill in the Blank ___ANY
Then ll this Blank ___ENY

Say JOKE 3 5mes aloud
Whats the white part of an egg?
This is called
HABIT-BOUND THINKING
Need to break out of the habit and be
crea5ve.
Familiarity is the handmaiden of habit.

When I have arranged a bouquet for the

purpose of painting it. I always turn to the
side I did not plan.
~Renoir~
We cant see the forest for the trees.

Most of us are pre-programmed to say NO.

Experiment:
Take 3 mins and list out the nega5ve responses you can
think of the last 5me someone asks you to solve a
problem.

Responses
Thats not my problem

Ive tried but
I do not have enough 5me.
There is too much work.
I have other priori5es.
Our system does not cater for
it.
It is meant to be like that.
I am not interested.
Wait he will give us his
answers later.
I am too lazy.
I am too smart for this.
It will solve itself.

I dont know.
Wait, I will do it later.
Can you give me the answer
instead?
You have a beMer answer why
ask me?
You can Google it why ask me?
It is irrelevant.
Lets wait and see.
Shrugging your shoulders
Roll eyes
Silence
Now reverse it and try giving me

a posi5ve answer instead!
5 mins starts now.

Take prudent risk
A failure is an opportunity to start over again,
But more intelligently.
~ Henry Ford ~
You cant be a creative thinker unless you are a
failure J
Which RISK is more serious?

Risk of genera5ng an idea
or
Risk of implemen5ng.
Is a stupid idea worse than
implemen5ng a bad idea?

To laugh is to risk appearing a fool.

To place our ideas, our dreams,
before a crowd is to risk their loss.
To live is to risk dying.
To hope is to risk despair.
To try is to risk failure.
Only a person who risks is free.


Test assump5ons
Take prudent risk
Innova5on Ac5vity
BaMle of the Sexes
Brain SpliMer
How can you innovate on these

items??
Credit card
Ironing board and iron
Pen
Frying pan
Who am I?
What are your capabili5es?

How do I perform?
Reader or Listener?
How do I learn?
Doing or Talking?
Where do I belong?
Find a t or not to t?
What should I contribute?
Advising or Making Decisions?
What are your most deeply held values?
What kind of person you want to see on your sele?
And in what type of work environment can you

make the greatest contribu5on?
Who am I?
The Felder and Solomon Learning Styles:
hMp://www.engr.ncsu.edu/learningstyles/ilsweb.html
ACTIVE
REFLECTIVE
SENSING
INTUITIVE
VISUAL
VERBAL
SEQUENTIAL
GLOBAL
Who am I?
The VARK system:
hMp://www.vark-learn.com/english/page.asp?p=ques5onnaire
Aural
Read/
Write
Visual
Kinesthe5c
Mul5modal

Thinking in Practice 1
Session 2
Crea5ve Thinking Skills

Crea5ve thinking skills determine
how exible and imagina5vely
people approach problems.

Crea5ve Thinking Tools
Tools for
Creating New
Ideas
Brainstorming
Attribute Listing
Eec5ve Team Dynamics

Groups
Iden5ty
Inclusion
Interdependence
Interac5vity
Teams
Basic units of performance.

Specic objec5ve to achieve.
Can do beMer than individuals.
Flexible and responsive to changing events and demands.
Having a deep sense of commitment towards their goals,
growth and success.

Belbins 9 Roles
Cerebral Oriented
Ac=on Oriented
People Oriented
Plant
Monitor Evaluator
Specialist
Shaper
Implementer
Completer
Coordinator
Teamworker
Resource Inves5gator
Brainstorming
Brainstorming is probably the best-known crea5ve tool.
Brain storming
It can be used in most groups, although you will probably
have to remind them of the rules.
It is best done using an independent facilitator who
manages the process (so the group can focus on the
crea5ve task).
Typically, an eec5ve session takes around 30 minutes to
an hour.

Brainstorming
Rules
Brainstorming
No cri-cism or debate
Quan-ty over quality
Freewheel
Combine and improve
Brainstorming
Brainstorming
works when people use each
Brainstorming
other's ideas to trigger their own thinking.
Our minds are highly associa5ve, and one
thought easily triggers another.
If we use the thoughts of others, then these
will stop us geong trapped by our own
thinking structures.

Brainstorming
Focus
Brain- on quantity
storming
Withhold criticism
Welcome unusual ideas
Combine and improve ideas
Now, you try:
Why are you always late for class??
AMribute Lis5ng
Used when a situa5on can be decomposed into
Attribute
a2ributes.
Listing
Can be used for both products and services.

Highly ra=onal style.
Suitable for people who prefer analy=c
approaches.
Good for dieren=a=on situa=ons.
AMribute Lis5ng
Works as a decomposi5onal approach,
Attribute
breaking
the problem down into smaller parts
Listing
that can be examined individually.
All things have aMributes which are
some5mes overlooked. By deliberately
focusing on these, you can nd new ways to
be crea=ve.

AMribute Lis5ng
For each aMribute, ask 'what does this give'?
Attribute
Seek
the real value of each aMribute. It is also
Listing
possible that aMributes have 'nega=ve value

i.e.. they detract from the overall value of the
object.
Finally look for ways in which you can modify the

a2ributes in some way to increase value,
decrease nega5ve value, or create new value.

Example: Pencil
Common attributes
material, colour, weight, price,
quality, lead type
Try this out: Ball bearings

Let's say you work for a ball bearing
manufacturer and you discover that a flaw
in one of the machines has caused the
production of 800 million slightly out-ofround ball bearings.
You could ask, "What can I do with 800
million slightly out-of-round ball bearings?
Kids marbles, decoration pieces....
Try this out: Ball bearings

But you could also break the ball bearings down into
attributes, such as roundish, heavy, metal, smooth,
shiny, hard, and magnetisable.
Then you could ask,
"What can I do with 800 million heavy things?" or
"What can I do with 800 million shiny things?
What can heavy things be used for?

Paperweights, ship ballast, podium anchors, scale
weights
What can be done with metal things?
Conduct electricity, magnetize them, melt them, and
make tools with them.
Activity: Loopy Logo
What to do:
Describe what the business does.
Come up with a slogan for the business
Stuck on a Deserted Island

You have just washed up on a deserted island and
these words represent items that have also washed
up.
Think of the most creative ways you could use these
items to help you survive.
1. bottle
2. shoes
3. thermostat
4. piano
5. bicycle

Thinking in Practice 2
Session 3
Source: hMp://www.storyboardthat.com/userboards/greenferret/six-thinking-hats-example---product-design
Source: hMp://johnkapeleris.com/blog/?p=418
Problem Solving
Framework for Problem-Solving

1. Identifying and Defining the Problem (Problem Analysis)
- surveys, interviews, research, 5 whys, fishbone diagram
2. Gathering Information Related to the Problem
- same as above
3. Generating Alternatives
- brainstorming, 6 thinking hats, lateral thinking
4. Evaluating Alternatives
- SWOT, Delphi, Pareto, Cost-benefit Analysis
5. Selecting a Solution
- same as above
6. Implementing a Solution
- critical path diagram, project organization chart, gantt chart
7. Evaluating the Solution
- surveys, interviews, tracking sheets
What is Problem Analysis?
What is Problem Analysis?

Example of a problem: Drugs!!
There are many views:
1. Young people lack the discipline and knowledge to make good
choices
2. Families/Upbringing
3. Community that do not care about the problem
4. Useless government
5. Useless law enforcement
Which is the root cause?
Use problem analysis tools such as Five Whys & Fishbone Diagram
to find out.
Five Whys
Jefferson Memorial in Washington, DC.
Birds were pooping all over it, which made visiting the
place a very unpleasant experience.
Attempts to remedy the situation caused even bigger
problems, since the harsh cleaning detergents being
used were damaging the memorial.
Five Whys
Five Whys
A decision was made to wait until dark before turning the
lights on at the Jefferson Memorial.
Problem solved.
Without asking why, what are the solutions that may
have been attempted?
1. Hire more workers to clean the Memorial
2. Ask existing workers to work overtime
3. Experiment with different kinds of cleaning materials
4. Put bird poison all around the memorial
5. Hire hunters to shoot the birds
6. Move the Memorial
7. Close the site to the general public
Criticisms of Five Whys

Tendency for investigators to stop at symptoms rather
than going on to lower-level root causes.
Inability to go beyond the investigator's current
knowledge - cannot find causes that they do not already
know.
Lack of support to help the investigator ask the right
"why" questions.
Results are not repeatable - different people using 5
Whys come up with different causes for the same
problem.
Tendency to isolate a single root cause, whereas each
question could elicit many different root causes.
Fishbone/Ishikawa Diagram
Typical categories are:
The 6 Ms (used in manufacturing industry)
Machine (technology)
Method (process)
Material (Includes Raw Material, Consumables and
Information.)
Man Power (physical work)/Mind Power (brain work)
Measurement (Inspection)
Mother Nature (Environment)
The 7 Ps (used in marketing industry)
Product/Service
Price
Place
Promotion
People/personnel
Process
Physical Evidence
The 5 Ss (used in service industry)
Surroundings
Suppliers
Systems
Skills
Safety
How to ll up the bones?

Brainstorming
A group or individuals crea5vity technique by
which eorts are made to nd a conclusion for
a specic problem by gathering a list of ideas
spontaneously contributed by its member(s).

Lateral Thinking
Lateral Thinking Skills

Lateral thinking, is the ability to think crea=vely, or "outside
the box" as it is some5mes referred to in business.
To use your inspira5on and imagina5on to solve problems by
looking at them from unexpected perspec5ves.
Lateral thinking involves
discarding the obvious,
leaving behind tradi5onal modes of thought, and
throwing away pre-concep5ons.
Lateral Thinking Quiz

Source: hMp://www.kent.ac.uk/careers/sk/lateral.htm
Lateral Thinking
Exercises
Four cars are stopped at a four-way intersec5on as illustrated.

At the same 5me and at the same speed,
they all drive forward
and con5nue their journeys without colliding.
How is this possible?
They turn LEFT forward!
A sneaky coin trader oers you nine coins.

They appear iden5cal but one is fake

and slightly lighter than the others.

Using the balance, how can you isolate

the fake coin in just two weighings?
1.
2.
3.
4.
5.
6.
7.
8.
Make 3 stacks of 3 coins.

Put 2 on the balance.
If one is lighter then it has the fake.
If scale is balanced means its in the third
stack.
Now we know which stack has the fake.
Put two coins from this stack with the fake
in the balance.
If scale is unbalanced. Then we know which
is the lighter one.
If scale is balanced, means third coin not
weighed, is the fake.
Your doctor prescribes a course of very expensive

medicine. There are two boMles.
You must take one full tablet of A and half a tablet of B.
You have taken one tablet each from each boMle.
Before snapping the B tablet in half, you accidentally mix
the tablets up
Both tablets look iden5cal.
How can you con5nue taking your medicine without
was5ng a single tablet?
1. Snap one of the tablets in half.

2. Put the two halves into two separate bowls.
3. Now snap the other tablet and add one half
to each bowl.
4. So each bowl contains half of A and half of
B.
5. Take another table from boMle A and snap
in half.
6. Add one half of this tablet A in each bowl.
7. Each bowl now has full dose of
( A + A + B)
Three friends contribute $10 each towards a $25 pizza.

They give the delivery driver a $2 5p and get $1 change each.
But something weird has happened!
Each friend contributed $10 totaling $30.
They received $1 change each so really paid $9 totaling $27.
The driver has $2 bringing the total to $29.
Where is the missing dollar?
1.
2.
3.
4.
5.
Total cost = 25 + 2 = 27
What they paid was (10 1) x 3 = 27
There is no missing dollar.
But what you read was 27 + 2.
Problem is the way they worded it.
You may ask only one

ques5on to choose an exit
both agents will answer
What will you ask?

You are employees of a failing drinks

manufacturing company - StokaCola.
Your jobs are on the line.
New products are required which need
branding in order to save the company.
Some external consultants have been
brought in to help the company but the
ideas, the market profiling and the
manufacture and marketing of the
products is up to the employees.
Genera5ng Ideas
How to Generate New Ideas
Breaking Thought Patterns

Connect the Unconnected
Shift Perspective
Employ Enablers
Source: hMp://www.mindtools.com/pages/ar5cle/newCT_88.htm

Challenge assumptions
You want to buy a house but can't since you assume
you don't have the money to make a down payment on
the loan. Challenge the assumption. Sure, you don't
have cash in the bank but couldn't you sell some of your
other assets to raise the money? Could you dip into your
EPF? Could you find part-time work and earn the cash
in six months?

Reword the problem
In the mid 1950s, shipping companies were losing
money on freighters. They decided they needed to focus
on building faster and more efficient ships. However, the
problem persisted. Then one consultant defined the
problem differently. He said the problem the industry
should consider was "how can we reduce cost?" The
new problem statement generated new ideas. All
aspects of shipping, including storage of cargo and
loading time, were considered. The outcome of this shift
in focus resulted in the container ship and the roll-on/rolloff freighter.

Think in reverse (eg: anti virus)
Instead of focusing on how you could solve a problem/
improve operations/enhance a product, consider how could
you create the problem/worsen operations/downgrade the
product.
Express yourself through different media
Try music, painting, building blocks, clay....

Use random input
Choose a word from the dictionary and look for novel
connections between the word and your problem
Mind map possible ideas
Put a key word or phrase in the middle of the page. Write
whatever else comes in your mind on the same page.
See if you can make any connections.

Pick up a picture
Consider how you can relate it to your situation
(eg: encyclopedia)
Take an item
Ask yourself questions such as "How could this item help
in addressing the challenge?", or "What attributes of this
item could help us solve our challenge?"
Shift Perspective
Get someone else's perspective
a nine-year old child, customers, suppliers, senior
citizens, someone from a different culture; in essence
anyone who might see things differently
Shift Perspective
Play the "If I were" game
The idea is the person you decide to be has certain
identifiable traits. And you have to use these traits to
address the challenge. For instance, if you are Tiger
Woods, you would focus on things such as perfection,
persistence and execution detail.
Employ Enablers
Belief in yourself
Believe that you are creative, believe that ideas will
come to you; positive reinforcement helps you perform
better.
Creative loafing time
Nap, go for a walk, listen to music, play with your child,
take a break from formal idea-generating. Your mind
needs the rest, and will often come up with connections
precisely when it isn't trying to make them.
Employ Enablers
Change of environment:
Sometimes changing the setting changes your thought
process. Go to a nearby coffee shop instead of the
conference room in your office, or hold your discussion
while walking together round a local park.
Shutting out distractions:
Keep your thinking space both literally and mentally
clutter-free. Shut off the Iphone, close the door, divert
your phone calls and then think.
Employ Enablers
Fun and humor:
Have fun!
Critical Thinking
Session 4
Is there a dierence between

Cri5cal Thinking and
Crea5ve Thinking?
Cri5cal Thinking
An unexamined life is not worth living!
- Socrates -
Cri5cal Thinking
What is Cri5cal Thinking?
Why think cri5cally?
What are the characteris5cs of a Cri5cal
Thinker?
What are the barriers to Cri5cal Thinking?
What is Cri5cal Thinking?

Does it mean you have to be nega5ve?
Are skilled judgment and observa5on skills required?
A cri5cal thinker is one that has the cogni5ve skills
and intellectual disposi5ons needed to eec5vely
iden5fy,
analyze and
evaluate
arguments and truth claims.
Why think cri5cally?

Avoid bad personal decisions.
Make informed poli5cal decisions.
AMain personal enrichment.
Behave morally.
Evaluate your own beliefs and develop your belief set.
Understand and evaluate the beliefs/posi5ons/arguments
of others.
Ul5mately develop a belief system that corresponds to the
way the world is and leads to an ethical and meaningful
life.
Cri5cal Thinking for OBU and ACCA

For ACCA
Professional Level
Most ques5ons require cri5cal analysis and wri5ng
To gain the allocated marks, students need to be cri5cal
Evaluate, assess, analyse means you need to be able to
cri5cally apply the models learnt
For P1 you are expected to be able to exercise objec5vity
and professional due competence.
For P3 you need to be able to cri5cally evaluate the
scenarios and suggest solu5ons.
Both papers require ethical considera5ons and moral
reasoning.
Cri5cal Thinking for OBU and ACCA

For OBU:
Evalua5on of informa5on, analysis and conclusions: High
level of cri5cal thought shown in the analysis and a
rigorous approach to the evalua5on of informa5on.
Presenta5on of project ndings: Can engage reader in a
professional manner and produce a relevant and coherent
project report with appropriate structure.
Most students who missed the A mark is because the work
is lacking in cri5cal analysis.
The Cri5cal Thinker
Strives for clarity and precision

Sensi5ve to the discussed thinking errors
Intellectually honest (admits ignorance and limits)
Welcomes cri5cisms of beliefs; open to revising basic
beliefs
Bases beliefs on facts, not on preference or interest.
Thinks independently (doesnt let groups control their
beliefs).
Values having true beliefs, not comfortable ones.
Intellectual perseverance; will strive for truth even
when it is hard to do.
Cri5cal Thinking Standards

Clarity: Clarity in expression is a sign of
intelligence.
Precision: Close aMen5on to detail
Accuracy: Informa5on and beliefs are true
Relevance: Restricts itself to the point in
ques5on
Fairness: Open-minded, impar5al, non-biased


Consistency: Not contradic5ng
Hypocrisy: Say and do things dierently
Irra5onality: Believe in two contradic5ng things.
Logical Correctness: Sound and valid

reasoning
Completeness: Explores the issue and not
done has5ly
Barriers to Cri5cal Thinking

Egocentrism
The tendency to see reality as centered on oneself.
Self-Interested Thinking: suppor5ng conclusions because they are
in your interest/to your benet.
Your wants and needs are not objec5vely more important than
anyone else's; they certainly dont determine truth. Cri5cal
thinking is objec5ve.
Self-Serving Bias: the tendency to overrate oneself.
Most people think they are above average; most people are
thus wrong.
Cri5cal thinking requires one to be honest about their abili5es.

Sociocentrism
Group centered thinking
Group Bias: the tendency to see ones own group (e.g., na5on) as
being inherently beMer than all others.
Conformism: allowing beliefs to be shaped by outside forces such
as:
Groups (Aschs line experiment)
Authority (Mailgram's shock experiment)

Unwarranted Assump=ons and Stereotypes
Assump5on: a belief without absolute proof.
Unwarranted Assump5on: a belief without good reason.
Stereotype: assuming that all people within a group (e.g., sex,
race) share all the same quali5es; assuming that a par5cular
individual that belongs to a group has certain quali5es simply
because they belong to that group.
Hasty Generaliza5on (type of stereotype): drawing conclusions
about a large group from a small sample.
Being aware of an unwarranted assump5on does not jus5fy it; but
it is the rst step in elimina5ng it.

Wishful Thinking
Believing what you want to be true (without evidence or despite

evidence to the contrary).
This error is quite common
Belief in gossip magazines headlines
healing crystals
quack cures bomoh, chinese temple
communica5on with the dead
it wont happen to me beliefs
etc.


Rela=vis=c Thinking
Rela5vism is the view that truth is a maMer of opinion.
Popular because people agree that there is no objec5ve truth in
ethics.
Subjec5vism: the view that truth is a maMer of individual opinion;
what one thinks is true is true for that person.
Moral Subjec5vism: The view that what is morally right for
person A is what they think is morally right.
Cultural Rela5vism: the view that what is true for person A is what
person As culture or society believes to be true.
Cultural moral rela5vism: The view that what a culture thinks is
morally right to do, is morally right to do, in that culture.

Exercise
Rela5vist Thinking
Assume you are a Cultural Relavist.
Case 1
You are studying culture A & B.
B loves war, A is pacis5c.
Culture B conquers Culture A.

If you are a Cultural Relavist in Culture B
the view that what is true for a person in Culture
B is what the persons culture or society believes
to be true.
Can you cri5cise B?
Case 2
You are a member of B and B thinks that pacism
is immoral and embraces enslaving other cultures
and enslaves A.
No5ce that, since you belong to B, you cant
cri5cize Bs moral values (their accep5ng it makes
it right).
Also, you must think it immoral to be a pacist
and yet must also think that the pacism of those
in A is moral (since they approve of it).
That is a contradic5on.
Case 3
The majority in B deems infant sacrice morally obligatory;
you belong to a minority in B that disagrees.
B invades A and forces them to par5cipate in their prac5ces.
No5ce that you must both accept and reject infant sacrice
(you belong to two groups/cultures that have
contradictory posi5ons).
No5ce that, with rela5vism, there can be no moral progress.
Since there is no objec5ve truth there cannot be progress
to it.
If B were to abolish infant sacrice, they would not be doing
something beMer, but simply changing what is morally right in
their culture.
Problems with cultural moral rela5vism:

Rela5vism makes it impossible for us to cri5cize
other cultures, even though their customs and values
seem to us to be wrong.
Rela5vism makes it impossible to cri5cize our own
customs and values.
Rela5vism rule out the idea of moral progress.
Rela5vism can lead to conic5ng moral du5es.
More on Rela5vism
The fact that it is hard to discover what is trueeven if it is
impossible to discover what is truedoes not mean that there is no
truth or that truth is determined by opinion/consensus.
We probably wont be able to discover whether or nor God exists; but
whether he does or not is not determined by opinion/consensus.
Something is true if it accurately describes the way the world is; opinion
and consensus do not determine the way the world is, but something can
accurately describe the world even if we cant prove that it does.
What an inability to discover the truth entails is that we should be

more open-minded and intellectually humble. Given that we cant
prove our beliefs true, we should be more open to cri5cally
evalua5ng them and hearing the arguments of others.

Standards
Clarity
Precision
Accuracy
Relevance
Fairness
Logical Correctness
Completeness
Barriers
Egocentrism
Sociocentrism
Unwarranted
Assump5ons
Wishful Thinking
Rela5vist Thinking
Exercise
Myths of Top 50 Chinese Businesses
Are the premises given in line with the
8 Principles of Cri5cal Thinking?
Arguments
Session 5
What is an argument?
Statement: a claim or a sentence that can be
viewed as either true or false.
Premises: a statement given in support of
another statement.
The Conclusion: the statement that the
premises support/prove.
Argument: group of statements, one or more
of which is/are intended to prove or support
another statement.
What is a statement?
Examples:
Red is a color. (physical statement)
Abor5on is morally wrong. (moral statement)
The Matrix is a beMer movie than Titanic. (evalua5ve statement)
Non-Examples:
Does a triangle have three sides? (ques5on)
Close the window! (command)
Oh, my goodness! (exclama5on)
Statement test: Does it make sense to put it is true that or

it is false that in front of it? If so, it is a statement. If not,
its not.
Exercise 1:
Recognising statements.
Recognizing Statements
1.
2.
3.
4.
What 5me is the concert tonight?

My feet are sore.
Cowabunga, dude!
Why is man less durable than the works of his hand, but
because this is not the place of his rest? (William Penn)
5. Harrisburg is the capital of Pennsylvania.
6. Give me a call if you have trouble downloading the le.
7. You'd beMer quit while you're ahead.
8. Sign : Keep o the grass.
9. How unfair!
10. Salt Lake City is a city in Mexico.
Indicators of Premises
Premise indicators
Because
In view of the fact
Given that
Seeing that
As
Due to the fact that
Being that
Assuming that
For the reason that
Inasmuch as
As indicated by
For
The reason being
Indicators of Conclusions
Conclusion indicators
Therefore
Thus
Which implies that
Consequently
It follows that
We can conclude that
So hence
It must be that
As a result
Which means that
Ergo
Examples of Arguments
The Wall Street Journal says that people should invest heavily
in stocks. Therefore, inves5ng in stocks is a smart move.
When Judy drives her car, shes always late. Since she is
driving her car now, she will be late.
Because banning assault ries violates cons5tu5onal rights,
the US government should not ban assault ries.
The war on terrorism must include a massive military strike
on na5on X because without this interven5on, terrorists
cannot be defeated. They will always be able to nd safe
haven and support in the X regime. Even if terrorists are
scaMered around the world, support from na5on X will
increase their chances of surviving and launching new aMacks.
Exercise 2:
Iden5fying Premises and Conclusions
Recognising Premises and Conclusions

(1) You have said that you love me and that you cant
imagine spending the rest of your life without me. (2)
Once, you even tried to propose to me. (3) And now you
claim that you need 5me to think about whether we
should be married. (4) Well, everything that youve told
me regarding our rela5onship has been a lie. (5) In some
of your leMers to a friend you admiMed that you were
misleading me. (6) Youve been telling everyone that we
are just friends, not lovers. (7) And worst of all, youve
been secretly da5ng someone else. (8) Why are you
doing this? (9) Its all been a farce, and Im ouMa here.
What are not arguments?
Reports - Oil prices dropped today, thus so did gas prices.
Unsupported asser5ons - People arent afraid of dying; they are
afraid of not living.
Illustra5ons - Many wildowers are edible. For example, daises and day
lilies are delicious in salads.
Explana5ons
Titanic sank because it struck an iceberg. (explana5on)
Capital Punishment is wrong because it is murder. (argument)
Condi5onal statements If prots go up then its a good decision to
invest
What are good arguments?

In evalua5ng/construc5ng any argument, one should
always ask two key ques5ons:
Are the premises true?
Do the premises provide good reasons to accept the
conclusion?
*note: arguments, as we shall use it in this class, does not mean disagreements.
Deduc5on vs. Induc5on

Deduc5ve Arguments try to prove their conclusions with
rigorous, inescapable logic. Example:
All humans are mortal.
Socrates is a human.
Therefore, Socrates is mortal.
Induc5ve Arguments try to show that their conclusion are
plausible (likely or probable), given their premises:
So far, every class, the professor has worn a 5e.
Therefore, next class, the professor will wear a 5e.
Dierence between
Deduc5ve and Induc5ve Arguments
Indicator Words:
Deduc5ve: certainly, denitely, this entails that,
conclusively
Induc5ve: probably, likely, one would expect, odds are,
reasonable to assume
Like before, indicators are not perfect. They are not
always present, and they can some=mes be misleading.
(e.g., The speaker may say it certainly follows but be
exaggera=ng, knowing that it only probably follows.)
Validity of Deduc5ve Arguments

Do the reasons support the conclusion?
Valid arguments
Premises support the conclusion so that the
conclusion follows from the reasons oered.
Invalid arguments
Premises do not support the conclusion so that
the conclusion does not follow from the reasons
oered.

Premise: Anything that is a threat to health
should not be legal.
Premise: Heroin is a threat to our health.
Conclusion: Therefore, heroin should not be
legal.
Is this argument Valid?

Premise: Mr X believes that it is vital for our
na5onal security that we develop alterna5ves
sources of energy.
Premise: Mr X is the president of our country.
Conclusion: Therefore, we should develop
alterna5ve sources of energy.
Is this argument Valid?
Syllogisms
An argument form that consists of two
suppor5ng premises and a conclusion
Premise: All men are mortal.
Premise: Socrates is a man.
Conclusion: Therefore, Socrates is mortal.
This is a Valid Argument.
Syllogisms
B Mortal

A Men

S Socrates

Common PaMerns of Deduc5ve Reasoning

Hypothe5cal Syllogism modus ponens, modus tollens,
chain argument, denying the antecedent, arming the consequent
Categorical Syllogism
Argument by Elimina5on
Argument Based on Mathema5cs.
Argument from Deni5on
Modus Ponens
If A then B.
A.
Therefore, B
If I want to keep my nancial aid, Id beMer
study hard.
I do want to keep my nancial aid.
Therefore, Id beMer study hard.
Modus Tollens
If A then B.
Not B.
Therefore, not A
If were in Ipoh, then were in Perak.
We are not in Perak.
Therefore we are not in Ipoh.
Chain Argument
If A then B.
B, then C.
Therefore, if A then C.
If we dont stop for gas, we will run out of gas.
If we run out of gas, we will be late for the trip.
Therefore, if we dont stop for gas soon, we will
be late for the trip.
Denying the Antecedent

If A then B.
Not A.
Therefore, not B.
If Shakespeare wrote the War and Peace, then
he is a great writer.
Shakespeare did not write the War and Peace.
Therefore Shakespeare is not a great writer.
Arming the Consequent

If A then B.
B.
Therefore, A.
If were in Pluto, then we are in the solar
system.
We are in the solar system.
Therefore we are on Pluto.
Categorical Syllogism
All oaks are trees.
All trees are plants.
So, all oaks are plants.
Argument by Elimina5on
Either Joe walked to the library or he drove.
But Joe did not drive to the library.
Therefore, Joe walked to the library.
Argument based on Mathema5cs

8 is greater than 4.
4 is greater than 2.
Therefore, eight is greater than 2.
There are four apples on the table.
I have eaten three.
Therefore, one apple is le on the table.
Argument from Deni5on

Janet is a cardiologist.
Therefore Janet is a doctor.
Salma is an aunt.
Therefore Salma is a woman.
Deduc5ve Validity
A valid deduc5ve argument is an argument in which it is
impossible for all the premises to be true and the conclusion
false. In other words:
If the premises are true, the conclusion must be true.
The conclusion follows necessarily from the premises.
The premises provide logically conclusive grounds for the truth of the
premises.
The truth of the premises would guarantee the truth of the
conclusion.
It is logically inconsistent to assert all the premises but deny the
conclusion.
It is impossible for the premises to be true and the conclusion to be
false.
The following arguments are deduc5ve.

Determine whether the arguments are
valid or invalid.

If Flipper is a dolphin, then Flipper is a

mammal.
Flipper is a dolphin.
So, Flipper is a mammal.
If Bigfoot is human, then Bigfoot has a

heart.
Bigfoot is not human.
So, Bigfoot doesnt have a heart.
Your mother cant be a professional race

car driver.
Only men are professional race car
drivers, and your mother, obviously, is
not a man.
Frank: Im going to bring my cell phone with me

when I take the logic test tomorrow. Whenever I
dont know the answer, Ill just call my roommate,
Ted. He aced Logic last semester.
Maria: Are you crazy? Professor Hardy will never
allow you to cheat like that.
Frank: Sure he will. I dis5nctly heard him say, No
notes or books are allowed during the test, and
phone calls, my friend, qualify as neither. Its simple
logic. No notes or books may be used during the
test; phone calls arent notes or books; so they are
allowed.
Maria: Clearly, youre going to need all the help you
can get.
Deduc5ve Soundness
An argument is sound if and only if it is valid and has
all true premises.
If that is the case, you are forced to accept the conclusion.
If an argument is valid, but has a false premise, we

say that it is a deduc5vely unsound argument.
Since all induc5ve arguments are invalid (their
premises dont guarantee their conclusion), all
induc5ve arguments are unsound.
Soundness of Deduc5ve Arguments

Deduc5ve
Arguments
Valid
Sound
Invalid
Unsound
The following arguments are

deduc5ve.
Determine whether the arguments
are sound or unsound.
If Bill Gates is a billionaire, then hes

rich.
Bill Gates is rich.
So, hes a billionaire.
If the PM plays for the Harimau

Malaya, then he is a professional
football player. The PM doesnt play
for the Harimau Malaya. So the PM
is not a professional football player.
Halloween is always on a Friday.

Therefore, the day aer Halloween
is always a Saturday.
Common PaMerns of Induc5ve Reasoning
Induc5ve generaliza5on
Predic5ve argument
Argument from authority
Causal Argument
Sta5s5cal Argument
Argument from Analogy
Generaliza5on
Men are so unroman5c.
Most college students work at least some
part-5me.
Most students are below the age of 25.
Induc5ve Generaliza5on
Six months ago I met a farmer from Kuantan
and he was friendly.
Four months ago I met a friend from Kuantan
Two months ago I met a den5st from Kuantan
I guess most people from Kuantan are
friendly.
Predic5ve Argument
Most US presidents have been tall.
Therefore, probably the next US president will
be tall.
Predic5ons are not certain therefore they are
mostly induc5ve.
Argument from Authority

There are snakes in the river.
Two of my friends saw one last week.
More Malaysians die of disease related to
unhealthy lifestyles, like diabetes and heart
disease.
My doctor from IJN told me so.
Causal Argument
I cant log on.
The network must be down.
Sta5s5cal Argument
80% of students passed the exam.
The lecturer that teaches the paper is
probably good.
Argument from Analogy

Habits are like a cable.
We weave a strand of it every day and soon it cannot
be broken.
Je is from Sunway and he did well in ACCA.

Stella is from Sunway and he also did well in ACCA.
Tim is from Sunway and he did well in ACCA as well.
Dumb Dumb is from Sunway therefore most likely, he
is also going to do well in ACCA.
Induc5ve Strength
Strong induc5ve argument: an induc5ve argument the
premises of which, if true, make the conclusion likely or
probable. i.e.,:
If the premises are true, the conclusion is probably true.

The premises provide probable, but not logically conclusive grounds
for the truth of the conclusion.
Common form:
Most bs are p.
X is a b.
Therefore, (probably) X is p.
Example:
All recent presidents have been college grads.

Therefore the next president will be a college grad.
Cogency
Even if an argument is induc5vely strong, it can s5ll have a
false premise and be a bad argument.
Eg: All previous US presidents have worn purple wigs.
Therefore, probably the next US president will wear a
purple wig
Cogent argument: induc5vely strong argument with true
premises.
Uncogent argument: induc5ve argument that is either
weak, has false premises, or both.
The following arguments are

induc5ve. Determine whether the
arguments are cogent or uncogent.
It tends to be cold in Alaska in

January. So, probably it will be cold
in Alaska next January.
In poker, its OK to lie and deceive.

Business is like poker.
Therefore, in business its OK to lie
and deceive.
Harvard University has been a

leading American university for
many years.
Therefore, probably Harvard
University will be a leading
American University ten years from
now.
John F. Kennedy was a

Democra5c president,
and he cheated on his wife.
Bill Clinton was a
Democra5c president,
and he cheated on his wife.
I suppose all Democra5c presidents
have cheated on their wives.
Cogency of Induc5ve Arguments

Induc5ve
Arguments
Strong
Cogent
Weak
Uncogent
Example:

Airline company in US diversied
into the hotel industry in 2014.

Was the decision to diversify
advantageous to the company?
2013 2014
Prot $1 mil $2 mil
The hotel received best employer award in 2014.
1) State posi5on (Conclusion): Yes
2) Premise 1: Analyse data:- Deduc5ve argument do the math
3) Premise 2: Induc5ve argument (IA) - The U.S. hotel industry is
booming, more so than anywhere else in the world, and many in the
industry say they expect the good 5mes to keep rolling for a few
more years un5l supply catches up with demand. (Hobbs &
Toscano, CNBC)
4) Premise 3: IA This is a form of forward integra5on. More prots
can be generated, as the company already has the customer base to
tap into. Also, would be able to control the quality/total experience
associated with the brand.
5) Premise 4: IA -The hotel received award, obviously is doing
something right, should con5nue and maybe expand.

Wri5ng Argumenta5ve Essays

Good argumenta5ve essays contain the following elements:
Introduc5on
Statement of thesis (the claim to be supported)
Argument suppor5ng the thesis
Assessment of objec5ons
Conclusion

Introduc=on
Grab the readers aMen5on
Provide background of the thesis
Include sta5s5cs, compelling quota5ons, opinions of
experts, shocking or unexpected claims
Thesis Statement
The conclusion of the argument that you intend to
present.
Be precise
Tui5on is too high vs Tui5on increases for year 2012 at XYZ
University is unnecessary for nancial reasons.

Arguments suppor=ng the thesis
Thesis statement supported by premises that are
Clearly stated
Suciently explained and illustrated
Supported by examples and sta5s5cs
Expert opinion and other opinions.
Tip: one paragraph for one premise.

Arguments suppor=ng the thesis.
Premises
If the university has a budget surplus, then a tui5on
increase is unnecessary.
The university has had a budget surplus of RM2million
every year for the past 5 years.
The university chancellor in an interview on 31 Jan
2010 said that the university has good nancial health.
Thesis statement:
Therefore, the tui5on increases for year 2012 at XYZ
University is unnecessary for nancial reasons.

Assessment of objec=ons
Necessary to show honest eort to take into account any
objec5ons that readers are likely to raise.
Lends credibility as you are being objec5ve and fair.
Consider the strongest objec5ons or the most common
one.

Conclusions
Reiterates the thesis statement.
Contains the summary of the argument.
Challenges readers to do something about the problem.
The threat of entry is mixed for the automo5ve industry of Malaysia around
year 2005.

The threat of entry was rst low as the barriers of entry were high, because:
The need to invest large amounts of nancial resources to uphold high xed
costs in car manufacturing and to undergo several months of stringent tes5ng
and cer5ca5on in order for the car to be on the road (Whitaker, 2008).

In automobiles, it is generally reckoned organisa5ons should be a low-cost
producer. Therefore organisa5ons have to enter on a large scale. Running on
a small scale will not achieve economies of scale benets (Grant, 2005).

However, it has become moderate now as barrier of entry is lower, because:
The protec5on by the Malaysia Government on na5onal automakers through
the Na5onal Automo5ve Policy (NAP) has been slowly negated by the ASEAN
Free Trade Agreement signed in year 2006. A new NAP was issued on gradual
reduc5on of import taris, which have reduced the protec5ons for na5onal
cars. Refer Appendix 2.

Therefore the barriers of entry for the car industry in Malaysia is high but it
would eventually be reduced as the new ASEAN agreements are established.
Use of Language
Precision
Being exact and accurate
Without precision, one cannot be correctly understood.
Lack of understanding or misunderstanding hinders
discussion, dialogue, and debate.
In fact, misunderstandings are quite oen the causes of
disagreements.

Use of Language
Lack of Precision
Vagueness
Borderline cases
Meaning is inexact
Overgenerality
Too general; too many things t the descrip5on of the
answer and thus the answer is not useful.
Ambiguity
A word is ambiguous when it has more than one
common deni5on.
Seman5c Ambigui5es or Syntac5cal Ambigui5es

Iden5fy problems of vagueness,

overgenerality, and ambiguity in the
following passages.
College harassment policy: Harassment

includes language to physical acts which
degrades, insults, taunts, or challenges
another person by any means of
communica5on, verbal, so as to provoke a
violent response, communica5on of threat,
defama5on of character, use of profanity,
verbal assaults, derogatory comments or
remarks, sexist remarks, racist remarks or any
behaviour that places another member of the
University community in a state of fear or
anxiety. (From a student handbook (quote is
verba5m))
Weather forecast: Cloudy with a chance

of rain.
With her enormous boMom exposed to the

sky, Ellen watched Titanic slowly sink.
Bri5sh Prime Minister Benjamin Disreali had a

standard acknowledgement for people who
sent him unsolicited manuscripts for his
opinion: Thank you for the manuscript; I
shall lose no 5me in reading it.
Pablo: Who won the long jump at the track

meet?

Ollie: The guy who jumped the farthest.
Exercise 4:
Vagueness, Ambiguity, and Overgenerality
Soundness of Deduc5ve Arguments

Deduc5ve
Arguments
Valid
Sound
Invalid
Unsound
Cogency of Induc5ve Arguments

Induc5ve
Arguments
Strong
Cogent
Weak
Uncogent
Introduction to Research
Methods and IT Skills
Session 6
What is the dierence between a

degree and a professional
programme?
How do you bridge the Gap?
Data
Process
Informa5on
Informa5on should be
Accurate
Complete
Cost Benecial
User Targeted
Relevant
Authorita5ve
Timely
Easy to use
Types of Data Research

Primary sources
Original materials available in document or digital format
Examples of which are interview statements and surveys,
face to face interview, telephone interview, internet
communica5on through email, conduct a survey on
specic popula5on, video or recordings and others
Secondary sources
Interpreta5ons and evalua5ons of primary sources.
Examples: cri5cisms, commentaries, dic5onaries, histories,
web site, newspaper ar5cles, journal ar5cles, magazines,
textbooks and others
The OBU Research Project

PART 1 - Project objec=ves and overall research
approach approx. 1,000 words
The rst part of your Research Report 'sets the scene'

It should include the following:
The reasons for choosing your project topic area and

choosing the par5cular organisa5on that was the focus of
your research work
What you wanted to nd out in your research work. i.e. your
project objec5ves and research ques5ons
An explana5on of your overall research approach. This
should provide the reader with an understanding of the
overall framework that you developed to meet your project
objec5ves and answer your research ques5ons.

PART 2 - Informa=on gathering and accoun=ng / business
techniques approx. 2,000 words
The second part of your Research Report should provide more
detail about (i) the informa5on that you have gathered and (ii)
the accoun5ng and business techniques you have chosen to
apply to this informa5on. It should include the following:
The sources of informa5on from which you have obtained relevant

data
A descrip5on of the methods used to collect informa5on, including
online access
A discussion of the limita5ons of your informa5on gathering
Iden5ca5on of any ethical issues that arose during your informa5on
gathering and how they were resolved
An explana5on of the accoun5ng and / or business techniques you
have used, including a discussion of their limita5ons.

PART 3 - Results, analysis, conclusions and
recommenda=ons approx. 4,500 words
The third part of your Research Report should provide a

detailed account of what you have found from the applica5on
of your chosen accoun5ng and business techniques to the
informa5on that you have gathered. It should include:
A descrip5on of the results you have obtained and any limita5ons

Presenta5on of your results in an appropriate form e.g. tables, graphs,
pie charts
A cri5cal analysis / evalua5on of your results which includes an
explana5on of your signicant ndings
Your conclusions about your research ndings and how well you have
met your project objec5ves and research ques5ons
If appropriate, recommenda5ons on specic courses of ac5on to
iden5ed individuals within your chosen organisa5on.
Referencing
A reference is an acknowledgement of the source of
informa5on that you have used in your research.
In the academic world, it is considered good manners, a sort
of scholarly politeness.
Acknowledge other peoples ideas
Allow the reader of your work to locate the cited references
easily, and so evaluate your interpreta5on of those ideas
Avoid plagiarism (i.e. taking other peoples thoughts, ideas or
wri5ngs and using them as though they are your own)
Show evidence of the breadth and depth of your reading
In-text Referencing
Direct Quota=ons
This is when you copy another authors material word-for-
word. You should show the reader that it is a direct quote by
placing the material in inverted commas.

Tradi5onally, double inverted commas have been used () but
it is now acceptable, and preferable to use single inverted
commas ().
Chandran (2011) suggests that each year some have
es5mated the cost to the country of poor literacy and
numeracy skills to be as 10 billion.
In-text Referencing
Paraphrasing
This is when you take another authors ideas and put them
into your own words.

You are s5ll copying someone elses work, so you must
reference it. You do not need to use inverted commas when
you paraphrase, but you must clearly show the reader the
original source of your informa5on.
The eect of low levels of adult numeracy and literacy
skills could be cos5ng Britain around 10 billion each
year (Chandran, 2011).
Referencing List
In text referencing:
By understanding where power lies, the theory can also be used to
iden5fy areas of strength, to improve weaknesses and to avoid mistakes
(CIMA, 2007).
List of reference (at the end of the Research Project):

CIMA (2007). Strategic Analysis Tools. UK: London. [Online]. Retrieved
from: www.cimaglobal.com [Accessed on 12 January 2012]

- Alphabe5cal Order
Bibliography
Bibliography:
It is lis5ng all the materials that have been consulted/ read
while wri5ng an essay or a book.
List of Reference:
References, on the other hand, are those that have been
included in your research project.
How to Reference?
Source: hMp://libweb.anglia.ac.uk/referencing/harvard.htm
The use of Microso Word to

Reference.
Source: hMps://www.youtube.com/watch?v=19-E1OCdvbY
Turni5n
Plagiarism Check
Types of Plagiarism
hMp://turni5n.com/assets/en_us/
media/plagiarism_spectrum.php
Web Tools for Research
Thinking as an accountant at
the strategic level
Session 7
The scope of marke5ng

Deni=on of Marke=ng
The management process responsible for iden5fying,

an5cipa5ng and sa5sfying customer requirements protably.
Marke=ng Ac=vi=es
1.
2.
3.
4.
5.
Market Research
Market Segmenta5on
Decide on Target Market
Product Posi5oning Perceived Quality vs Price by customers
Design of the Marke5ng Mix (4Ps + 3Ps)
Product
Price
Place
Promo5on
People, Process , Physical Evidence
Applica5on of strategic theory

using thinking skills 1
Session 8
Cri5cal Success Factors

Using Strategic Models cri5cally evaluate the
CSF of the following companies
Burberry
Britannica Encyclopedia
Prada
Novar5s

Cri5cal Success Factors

the marke5ng strategies of the following
companies
Soda Stream
UnderArmour

Applica5on of strategic theory

using thinking skills 2
Session 9
Strategic Op5ons
op5ons that were implemented by the
following companies in Malaysia
AirAsia
McDonalds
Sunway TES
Perodua Malaysia
Applica5on of data analy5cs in

thinking skills
Session 10
Data Analysis
Typical data analysis
The nancial posi5on of an organisa5on
The performance of a business
The use of resources: eciency, economy,
eec5veness
Product or market posi5oning
Risks
Financial impact of projects on company
Overall impact of strategy on businesses
Opera5onal and resource data over 5me.
Data Analysis
Skills required
Choosing the right analy5cal tool
BCG, KPIs, breakeven, nancial ra5os
Carrying out the relevant calcula5ons

Interpre5ng results
Exercising judgement to draw conclusions and
produce sensible recommenda5ons
Looking beyond what we have
Analysing trends
Highligh5ng weaknesses or omissions
Data Analysis
Common Problems
Resta5ng facts without applying them.
Should be WHY and not WHAT.
Use the BECAUSE rule.
Generic answers that are not specic to the issue

Be organisa5on and problem specic.
Interpre5ng gures/results in isola5on

Should link the gures and results
Data Analysis
Common Problems
Focused on narrow range of measures
Should use the balance scorecard not just nancial.
Failure to use numerical analysis elsewhere

Consider where else can your numbers talk
Make good use of your data analysis.
Not clear of the cause and eect

The rela5onships between variables have to be clear
and evident.
Data Analysis
Considera5ons
Informa5on obtained may be aggregated.
More detailed informa5on may be required and is this available?
Source of informa5on can be both internal and external.

Benchmarking: Comparisons may be made between
Current results vs past results

One business unit vs another
Industry/ sector informa5on
Market leader or compe5tor
Remember to state your assump5ons and limita5ons.

Data Analysis with

The organisa5on has performed

badly.

badly because its prot margin is
not good.

badly because its prot margin has
deteriorated from 20% to 15%.

deteriorated from 20% to 15%
since 2013.

since 2013.
This is caused by bad business.

since 2013.
This is caused by decreasing
revenues.
The organisa5on has performed badly

because its prot margin has
since 2013.
This is caused by decreasing revenues by
10%.

because its prot margin has deteriorated
from 20% to 15% since 2013.
10%.
The revenues dropped because of increase in
prices by 10%.

because its prot margin has deteriorated
from 20% to 15% since 2013.
10%.
prices by 10% causing the quan5ty demanded
to drop by 30%.
The organisa5on has performed badly because

its prot margin has deteriorated from 20% to
15% since 2013.
This is caused by decreasing revenues by 10%.
prices by 10% causing the quan5ty demanded to
drop by 30%, as the market is price elas5c.
The organisa5on has performed badly because its

prot margin has deteriorated from 20% to 15%
since 2013.
The revenues dropped because of increase in prices
by 10% causing the quan5ty demanded to drop by
30%, as the market is price elas5c.
This is further compounded by an increase in costs
by more than 10%.

since 2013.
by more than 10%, contributed mainly by increase
in raw material prices by 40%.

since 2013.
in raw material prices by 10%, which makes up 67%
of the total costs.

since 2013.
in raw raw materials quan5ty by 10% and prices
which makes up 67% of the total costs; reason being
higher bargaining power of suppliers.
So what?
Reduce Prices?
Find new suppliers?

since 2013.
by 10% causing the quan=ty demanded to drop by
30%, as the market is price elas=c.
in raw materials which makes up 67% of the total
costs; reason being higher bargaining power of
suppliers.
Applica5on of thinking skills

in ethics
Session 11
Cri5cal Thinking
The means by which we live have
outdistanced the ends for which we live.
Our scientific power has outrun our spiritual
power. We have guided missiles and
misguided men.
- Martin Luther King, Jr. -
Ethical Considera5ons
ACCA Ethical Principles
Integrity
Objec5vity
Professional Competence and Due Care
Professional Behaviour
Conden5ality

Threat to Professional Principles
Self-Interest
Self Review
Advocacy
Familiarity
In5mida5on

General Ethical Principles
Deontology
Behaviour should be based on absolute moral rules
Absolu=sm
There is only one set of ethical principles that apply in all situa5ons, at
all 5mes regardless of context
Rela=vism
A wide variety of acceptable ethical beliefs and prac5ces exist

What is ethical will depend on the percep5ons and condi5ons at that
par5cular 5me
Egoism
Decisions based on self-interest
Pluralism
Dierent views may exist but consensus can be reached
General Ethical Principles
U=litarianism
Greatest good for the greatest number of people
Universalism
Treat others as we would like to be treated
Rights
Decisions made should not disadvantage individuals of their
unques5onable claims
Virtues
Decisions are based on virtues such as rmness, fairness,
objec5vity, loyalty.
Based on the following cases, cri5cally
evaluate the ethical dilemma.
What are the Ethical Issues?
Who are the stakeholders?
What are the possible alterna5ves?
What are the Ethical Principles involved?
U5litarianism, Rights, Jus5ce
What are the Prac5cal Constraints?

Lo2ery Mania
1. Talk to Jim about the possibility of targe5ng the

events toward all frequent players.
2. Meet with Sal and Jim to explain the poten5al
nega5ve publicity that may develop from targe5ng
minority frequent players.
3. Design an eec5ve event marke5ng plan, and hope
that the costs to some minority families will be more
than oset by the benets received from a beMer
supported educa5on system.
4. Reconsider her original career choice, and pursue
other oers of employment.

Kathy
(DCC)
ScoM
(North)
Mike
(Basic)
Good Credit Reference
1. Kathy could nish the conversa5on with Mike
without any further reference to Norths credit
standing.
2. Kathy could aMempt to alert Mike by sugges5ng
he research Norths credit performance
elsewhere as well.
3. Kathy could clearly warn Mike about the
dicul5es North may pose in the near future.
Societal Impacts of Marke=ng
1. Len could present Bobs oer enthusias5cally.
2. Len could present Bobs oer but include a
cau5onary note about similar cases where harm
was done to societal structure.
3. Len could pretend to have made the oer to the
Punas and tell Mary that the Punas refused the
oer.

SNB Annual Conference
1. AMend the conference.
2. AMend the conference but have her own
company pay all of the employees.
3. Discuss the conict of interest with her boss,
Mary Ann.
4. Refrain from aMending the conference.

What is the issue?
Stakeholders involved?
Legal?
Any laws broken?
Any Codes involved?

Code of Ethics
Corporate Governance
IFAC Codes
Transparent?
Do we mind
people knowing what we have done?
Fair?
To ALL stakeholders.
Eect?
Adverse?
Long Term?
Reversible?
So What?
Ethical or not?
More informa5on needed?
Seek advise?

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Creative & Innovative

Creative & Innovative

Is there a dierence amongst,

Bringing into existence an idea that is new

The prac5cal applica5on of crea5ve ideas.

An innate talent that you were born with

Three Components of Crea5vity

Not all mo5va5on is created equal. An inner

Involves changing the way business is done in terms of

Involves the implementa5on of a new or signicantly

Involves the introduc5on of a new product that is new

Similar to product innova5on except that the

It determines how exible and

6 Principles of Crea5ve Thinking

Separate idea genera5on from evalua5on

6 Principles of Crea5ve Thinking

6 Principles of Crea5ve Thinking

6 Principles of Crea5ve Thinking

6 Principles of Crea5ve Thinking

When I have arranged a bouquet for the

6 Principles of Crea5ve Thinking

Thats not my problem

It will solve itself.

Now reverse it and try giving me

6 Principles of Crea5ve Thinking

Which RISK is more serious?

To laugh is to risk appearing a fool.

6 Principles of Crea5ve Thinking

Separate idea genera5on from evalua5on

How can you innovate on these

What are your capabili5es?

What should I contribute?

Advising or Making Decisions?

What are your most deeply held values?

What kind of person you want to see on your sele?

And in what type of work environment can you

Creative & Innovative

Crea5ve Thinking Skills

Crea5ve Thinking Tools

Eec5ve Team Dynamics

Basic units of performance.

Eec5ve Team Dynamics

Eec5ve Team Dynamics

Can be used for both products and services.

possible that aMributes have 'nega=ve value

Finally look for ways in which you can modify the

Try this out: Ball bearings

Try this out: Ball bearings

What can heavy things be used for?

Activity: Loopy Logo

Stuck on a Deserted Island

Creative & Innovative

Framework for Problem-Solving

What is Problem Analysis?

What is Problem Analysis?

Criticisms of Five Whys

Lateral Thinking Skills

Lateral Thinking Quiz

Four cars are stopped at a four-way intersec5on as illustrated.

They turn LEFT forward!

A sneaky coin trader oers you nine coins.

They appear iden5cal but one is fake

Using the balance, how can you isolate