This presentation introduces the tool of "9 Thinking Caps." Based on the gaming platform of Business TicTacToe, the 9 Thinking Caps refer to the 9 cells of the Business TicTacToe. The tool of the 9 Thinking Caps can be used to comprehensively explain why some projects achieve extraordinary success while others fail. By uniquely labeling each cell, one can visually organize and manage ideas for projects in any domain especially Strategic Planning, Business Strategy, Business Model Innovation, and Product Innovation.