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Facing a growing pressure of industrial competition, companies acquire crucial competitive advantage by installing innovative work-processes. Therefore, it is most important to support the development of creative ideas forming innovative processes under modelling. Our hy-pothesis is that under the condition of collaborative mod-elling creative thinking is constrained whereas a modelling thinking style is forced. To overcome this, we present a solution based on a seamless integration and demand-oriented switch of both styles of thinking. We use the STWT method as an example to demonstrate our solution.