我們不必成為創意大師，但我們能訓練自己，永遠提出與眾不同的觀點！
美國的老牌(玻璃瓶裝)番茄醬「漢斯」一直是領導品
，一度面臨危機，
因為競爭對手推出軟管型包裝，到最後一滴都可以輕鬆擠出，而漢斯番茄醬的特色就是裝在有註冊商標的玻璃瓶裏，如果不將玻璃瓶倒立便很難倒出來。無論是稀釋產品配方，或是捨棄經典瓶身，都將影響多年建立的品牌形象。漢斯面臨了重大考驗。
最後，他們兩者都沒選，而是決定推出一句雋永又絕妙的廣告詞：
「漢斯番茄醬即使搖晃也不易流出來，因為它使用了過多的蕃茄。」——這就是水平思考的絕佳範例。
邏輯思考的目的是「競爭」，水平思考的目的是「超越」！
其實，後來這個牌子也改用軟管了。真是盡信書，不如無書啊……
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