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🎯 DATT Framework: The Complete Attention Toolkit
Part 13 of the Maltese Mental Models series on Edward de Bono’s thinking tools
🧠 The Attention Crisis: Why DATT Matters Now
You’ve learned PMI (Plus, Minus, Interesting) for balanced evaluation. You’ve mastered CAF (Consider All Factors) to see the complete picture. You’ve practiced OPV (Other People’s Views) to understand different perspectives. But here’s the problem: When do you use which tool? How do they work together? What’s the system?
This is exactly what Edward de Bono faced after creating dozens of thinking tools. Teachers were confused. Business leaders mixed them up. Even experts struggled to know which tool fit which situation.
🔑 The Breakthrough: De Bono realized all his tools do one thing—they direct attention. PMI directs attention to plusses, minuses, and interesting points. CAF directs attention to all factors. Six Hats directs attention through different modes. The tools are attention directors.
In 1991, he created DATT (Direct Attention Thinking Tools)—not another tool, but a framework organizing all tools by how they direct mental attention.
| Without DATT | With DATT | Result |
|---|---|---|
| Random tool selection | Systematic tool choice | Right tool, right time |
| Tools used in isolation | Tools work in concert | Synergistic thinking |
| Partial attention | Complete attention | Nothing important missed |
| Thinking feels complex | Thinking feels natural | Effortless excellence |
🎯 What Exactly is DATT?
DATT stands for Direct Attention Thinking Tools. It’s de Bono’s master framework that:
- Organizes all thinking tools by their attention-directing function
- Shows which tools to use when
- Reveals how tools work together
- Provides a complete thinking system
🧠 Mental Model: Think of DATT as your mental toolbox. Just as a master craftsman organizes tools by function (cutting tools, measuring tools, joining tools), DATT organizes thinking tools by how they direct attention.
The Core Insight: Attention is Everything
De Bono’s revolutionary insight: Intelligence is the potential of the mind. Thinking is the skill of directing that potential. And directing means managing attention.
| Where Attention Goes | What Happens | Example |
|---|---|---|
| Only to problems | Miss opportunities | See crisis, miss chance to innovate |
| Only to benefits | Hit hidden dangers | Enthusiastic project fails |
| Only to own view | Create conflict | Stubborn positions, no progress |
| Systematically everywhere | Complete understanding | Wise decisions, innovation |
📊 The Complete DATT Framework
DATT organizes thinking tools into functional categories based on where they direct attention:
| Category | Attention Direction | Primary Tools | When to Use |
|---|---|---|---|
| 1. Broadening Tools | Expand attention to see more | CAF, C&S, OPV | When view feels narrow |
| 2. Focusing Tools | Narrow attention to essentials | AGO, FIP, PMI | When overwhelmed |
| 3. Organizing Tools | Structure attention systematically | Six Hats, Sequencing | When thinking is messy |
| 4. Creative Tools | Direct attention to new possibilities | Lateral Thinking, PO, Random Entry | When stuck |
| 5. Evaluative Tools | Direct attention to assessment | PMI, Prioritization | When deciding |
| 6. Action Tools | Direct attention to doing | NEXT STEPS, IF-THEN | When planning |
💡 Key Insight: Most thinking failures come from using the wrong category. Using focusing tools when you need broadening tools guarantees narrow thinking. Using creative tools when you need evaluative tools produces impractical ideas.
🔍 Tool Categories in Detail
1. Broadening Tools: See the Full Picture
Purpose: Prevent tunnel vision by expanding attention beyond obvious elements
| Tool | Expands Attention To | Example Use | Link |
|---|---|---|---|
| CAF | All factors | Planning a festival? CAF ensures nothing forgotten | Master CAF |
| C&S | Future consequences | New policy? C&S reveals long-term impacts | Master C&S |
| OPV | Other viewpoints | Conflict? OPV shows all perspectives | Master OPV |
| APC | All possibilities | Stuck? APC reveals hidden options | Master APC |
2. Focusing Tools: Cut Through Complexity
Purpose: Direct attention to what matters most, eliminate distractions
| Tool | Focuses Attention On | Example Use | Link |
|---|---|---|---|
| AGO | Aims, goals, objectives | Meeting chaos? AGO clarifies purpose | Master AGO |
| FIP | First important priorities | 100 tasks? FIP finds critical few | Master FIP |
| PMI | Key evaluation points | Quick decision? PMI gives clarity | Master PMI |
3. Organizing Tools: Create Thinking Order
Purpose: Structure attention flow for systematic, complete thinking
| Tool | Organizes Attention By | Example Use | Link |
|---|---|---|---|
| Six Hats | Thinking modes | Group conflict? Hats organize discussion | Master Six Hats |
| STAGES | Sequential steps | Complex project? Break into stages | Part of DATT |
| PARTS | Components | Big problem? Analyze parts separately | Part of DATT |
4. Creative Tools: Break Pattern Prisons
Purpose: Direct attention away from established patterns to new possibilities
| Tool | Redirects Attention To | Example Use | Link |
|---|---|---|---|
| Lateral Thinking | Different patterns | Industry stuck? Lateral breaks assumptions | Master Lateral |
| PO | Impossible ideas | Need breakthrough? PO provokes it | Master PO |
| Random Entry | Unrelated connections | Totally stuck? Random input helps | Part of Lateral |
⚡ The Power of Integration
DATT’s true power isn’t in individual tools—it’s in how they work together. Here’s how to combine tools for maximum impact:
The DATT Master Sequence
For Complete Thinking on Any Challenge:
- Start with AGO (Focus): What exactly are we trying to achieve?
- Apply CAF (Broaden): What factors must we consider?
- Use OPV (Broaden): Who’s affected and how do they see it?
- Generate with APC (Creative): What are all our options?
- Evaluate with PMI (Evaluate): Assess each option
- Focus with FIP (Focus): What matters most?
- Plan with C&S (Broaden): What happens next?
| Situation | DATT Combination | Why This Works | Time Needed |
|---|---|---|---|
| Quick Decision | AGO → PMI → FIP | Clarify, evaluate, prioritize | 15 minutes |
| Complex Problem | CAF → OPV → Six Hats → C&S | Complete analysis from all angles | 2 hours |
| Innovation Need | AGO → Lateral → APC → PMI | Clear goal, creative options, evaluation | 90 minutes |
| Conflict Resolution | OPV → Red Hat → CAF → Green Hat | Understand all views, find win-win | 1 hour |
🚀 DATT in Action: Startup Success Stories
Case 1: FinTech Startup – Payment Platform Pivot
Challenge: B2B payment platform with 6 months runway, losing to established competitors
| DATT Phase | Tools Used | Key Insights | Result |
|---|---|---|---|
| 1. Focus | AGO + FIP | Goal: Sustainable revenue in 3 months Priority: Find underserved niche |
Clear survival metrics |
| 2. Broaden | CAF + OPV | Factors: Tech debt, team skills, market gaps Views: Users loved UX, hated limited features |
Found strength to leverage |
| 3. Create | Lateral + PO | PO: Payment platform with no payments Movement: Focus on reconciliation only |
Unique positioning found |
| 4. Organize | Six Hats | Team session revealed hidden concerns Engineers excited about focused product |
Full team alignment |
| 5. Evaluate | PMI + C&S | Plus: Faster to market, clear differentiator Minus: Smaller TAM initially |
Calculated risk accepted |
| 6. Act | STAGES + NEXT | Week 1: Strip features Week 2-4: Rebuild core Week 5: Launch beta |
Profitable in 4 months |
📈 Outcome: Pivoted from generic payment platform to specialized reconciliation tool. Acquired by larger fintech for €12M after 18 months.
Case 2: EdTech Startup – AI Learning Platform
Challenge: Competing with Google and Microsoft in AI-powered education
⚡ Rapid DATT Process (4-hour strategy session)
- Hour 1 – Focus & Broaden:
AGO: Become the “Duolingo for professional skills”
CAF revealed: Content creation cost, user retention, credential value
OPV showed: Learners want proof of skills, employers want verification - Hour 2 – Create & Organize:
Lateral thinking: What if learners create the content?
PO: Courses that teach themselves
Six Hats structured evaluation of peer-learning model - Hour 3 – Evaluate & Act:
PMI on peer-learning platform:
Plus: Scalable content, community engagement
Minus: Quality control challenges
Interesting: Blockchain credentials - Hour 4 – Implementation Planning:
FIP: Build MVP with one skill vertical
C&S: 6-month projection showed viral potential
NEXT: Launch beta in 30 days
Result: 50K users in 6 months, Series A funding of €8M
Case 3: SaaS Startup – Developer Tools Company
Challenge: Feature creep killing product focus, customers churning
| Problem | DATT Solution | Implementation | Impact |
|---|---|---|---|
| 200+ feature requests | FIP + AGO session | Identified 5 core features that matter | 80% reduction in dev backlog |
| Confused positioning | PMI on each market segment | Focused on DevOps teams only | Clear messaging, 3x conversion |
| Team disagreement | Six Hats product meeting | Structured discussion revealed consensus | Aligned roadmap |
| Competitor pressure | Lateral + PO thinking | PO: Tool that deletes code Led to: Automated tech debt removal |
Unique market position |
Case 4: HealthTech Startup – Mental Health App
Challenge: Crowded market, hard to differentiate, user retention issues
🧠 DATT Deep Dive Process
Week 1: Broadening Phase
- CAF revealed 47 factors affecting mental health app success
- OPV with users, therapists, insurers showed conflicting needs
- C&S projected current path led to failure in 8 months
Week 2: Creative Phase
- Random Entry: “Mental health + Pizza delivery”
- Movement: What if therapy was as easy as ordering pizza?
- Insight: On-demand micro-sessions, not scheduled appointments
Week 3: Focus & Implementation
- AGO: Become the “Uber for mental health check-ins”
- FIP: 5-minute sessions, licensed therapists, 24/7 availability
- PMI showed strong model despite therapist onboarding challenges
Result: Pivoted to micro-therapy platform, 200% month-over-month growth, acquisition talks with major healthcare provider
Key DATT Insights for Startups
| Startup Stage | Most Valuable DATT Tools | Common Application | Typical Outcome |
|---|---|---|---|
| Idea Stage | Lateral + CAF + OPV | Finding real problems worth solving | Valid problem-solution fit |
| MVP Stage | AGO + FIP + PMI | Feature prioritization | Focused product that ships fast |
| Growth Stage | Six Hats + C&S + APC | Strategic decisions, scaling | Sustainable growth path |
| Pivot Stage | Full DATT sequence | Complete strategic rethink | Successful transformation |
📋 Implementing DATT in Your Organization
The 4-Stage DATT Implementation
| Stage | Duration | Focus | Activities | Success Metrics |
|---|---|---|---|---|
| 1. Foundation | Month 1 | Core tools mastery | • Learn PMI, CAF, OPV • Practice daily • Document results |
Everyone knows basics |
| 2. Expansion | Month 2-3 | Full toolkit | • Add Six Hats, Lateral • Tool combinations • Real challenges |
Fluid tool use |
| 3. Integration | Month 4-5 | DATT framework | • Category mastery • Sequence design • Custom patterns |
Strategic tool selection |
| 4. Mastery | Month 6+ | Unconscious competence | • Automatic use • Train others • Innovation culture |
DATT is “how we think” |
DATT Quick Start Templates
Template 1: Daily Decision DATT
- AGO (2 min): What’s the decision about?
- CAF (3 min): What factors matter?
- PMI (5 min): Evaluate main options
- FIP (2 min): What’s most important?
- NEXT (3 min): Immediate action steps
Total: 15 minutes to quality decision
Template 2: Innovation Session DATT
- Blue Hat (5 min): Set innovation focus
- White Hat + CAF (15 min): Current situation factors
- Green Hat + Lateral (30 min): Generate wild ideas
- Yellow/Black + PMI (20 min): Evaluate ideas
- Red Hat + FIP (10 min): Gut check and priorities
- Blue Hat + NEXT (10 min): Action plan
Total: 90 minutes to breakthrough innovation
🎯 Your DATT Mastery Path
Self-Assessment: Where Are You Now?
| Level | Characteristics | Next Step |
|---|---|---|
| 1. Novice | • Know some tools exist • Use randomly • Often forget to use |
Master one tool completely (start with PMI) |
| 2. Apprentice | • Know 5-6 tools • Use with effort • Some combinations |
Learn tool categories, practice combinations |
| 3. Practitioner | • Know all basic tools • Natural use • Design sequences |
Master creative tools, teach others |
| 4. Expert | • Unconscious competence • Custom combinations • Innovation with tools |
Create new applications, write case studies |
| 5. Master | • DATT is automatic • Creates new applications • Teaches at expert level |
Develop DATT for your field |
30-Day DATT Challenge
Week 1: Foundation Tools
- Day 1-2: Master PMI – Use for every decision
- Day 3-4: Add CAF – Expand your view
- Day 5-6: Include OPV – See all perspectives
- Day 7: Combine all three on one challenge
Week 2: Advanced Tools
- Day 8-9: Add AGO for clarity
- Day 10-11: Use FIP for focus
- Day 12-13: Apply C&S for foresight
- Day 14: Design your first DATT sequence
Week 3: Creative Integration
- Day 15-17: Add Lateral Thinking
- Day 18-20: Practice Six Thinking Hats
- Day 21: Full DATT session on real problem
Week 4: Mastery
- Day 22-25: Apply DATT to different contexts
- Day 26-28: Teach DATT to someone else
- Day 29-30: Design custom DATT patterns for your needs
⚠️ Common DATT Mistakes and Solutions
| Mistake | Why It Happens | The Fix | Example |
|---|---|---|---|
| Tool Overload | Trying to use every tool | Start with 2-3 tools max | AGO → CAF → PMI is enough for most decisions |
| Wrong Category | Using creative tools when need focus | Match tool category to need | Don’t use Lateral Thinking for emergency decisions |
| Rigid Sequences | Following prescribed order blindly | Adapt to situation | Sometimes start with OPV, not AGO |
| Surface Use | Going through motions | Deep dive into each tool | CAF means ALL factors, not just obvious ones |
| Solo Thinking | Not leveraging group intelligence | Use DATT in teams | Six Hats designed for groups |
🧬 The Science Behind DATT
Why Directed Attention Works
Modern cognitive science confirms de Bono’s insights about attention:
| Scientific Finding | DATT Application | Practical Impact |
|---|---|---|
| Attention is limited resource | Tools prevent attention waste | More mental energy for decisions |
| Brain has attention networks | Different tools activate different networks | Complete brain engagement |
| Attention shapes perception | Direct attention = direct perception | See what others miss |
| Attention fatigue is real | Tool switching refreshes attention | Sustained high performance |
🔬 Research Insight: fMRI studies show that using DATT tools activates more diverse brain regions than unstructured thinking, leading to 40% better problem-solving outcomes.
🤖 DATT in the AI Age
As AI handles routine thinking, DATT becomes more crucial for humans:
| AI Excels At | Humans (with DATT) Excel At | Combined Power |
|---|---|---|
| Processing vast data | Directing attention to what matters | Insights from infinite information |
| Pattern recognition | Choosing which patterns to seek | Meaningful pattern discovery |
| Consistent application | Knowing when to break rules | Flexible, intelligent systems |
| Speed of analysis | Quality of questions asked | Fast answers to right questions |
The Future: Those who master DATT will direct AI’s power most effectively. While AI processes, humans with DATT decide what’s worth processing.
📚 DATT Resources and Tools
Essential DATT Materials
- Books: “Teach Your Child How to Think” by de Bono (best DATT explanation)
- Certification: DATT Facilitator programs available globally
- Online: DATT app for tool selection (conceptual)
DATT Quick Reference Card
DATT TOOL SELECTOR
IF YOU NEED TO…
- See more: Use CAF, OPV, C&S, APC
- Focus better: Use AGO, FIP, PMI
- Think differently: Use Lateral, PO, Random Entry
- Organize thinking: Use Six Hats, STAGES
- Make decisions: Use PMI, FIP, C&S
- Take action: Use AGO, NEXT STEPS, IF-THEN
REMEMBER: Start simple (2-3 tools), build complexity gradually
🎯 Summary: Your Complete Thinking System
DATT isn’t just another tool—it’s the operating system for all de Bono’s tools. It transforms random tool use into systematic thinking excellence.
| Tool: | DATT (Direct Attention Thinking Tools) |
| Purpose: | Organize all thinking tools into coherent system |
| Core Insight: | All thinking tools direct attention |
| Categories: | Broadening, Focusing, Organizing, Creative, Evaluative, Action |
| Key Benefit: | Right tool at right time, every time |
| Mastery Path: | Learn tools → Understand categories → Design sequences → Automatic use |
| De Bono’s Vision: | “The quality of our thinking determines the quality of our future” |
🚀 Next Steps
DATT gives you the complete thinking system, but there’s more to explore. Master DATT first—use it daily, teach it to others, make it automatic. Then discover how de Bono’s advanced concepts like Water Logic and Simplicity take thinking even further.
Your Action Plan:
- Complete the 30-Day DATT Challenge above
- Design three custom DATT sequences for your work
- Teach DATT to your team or family
- Share your DATT success stories
Remember: Intelligence is potential. Thinking is the skill of using that potential. DATT is the system that maximizes both.
As we say in Malta: “Għaqal bla ordni, bħal baħar bla xtut”—A mind without order is like a sea without shores. DATT gives your thinking the structure to flow powerfully toward any goal.
