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Simplicity before understanding is simplistic; simplicity after understanding is simple.

Edward de Bono

I know it aches, how your heart it breaks. You can only take so much. Walk on.
EDWARD DE BONO

Heart Hurt Known Myself Pain Walk
An idea that is developed and put into action is more important than an idea that exists only as an idea.
EDWARD DE BONO

Development Existence Ideas
As competition intensifies, the need for creative thinking increases. It is no longer enough to do the same thing better . . . no longer enough to be efficient and solve problems.
EDWARD DE BONO

Better Competition Creativity Intense Need Problem Solve
The vertical thinker says: ‘I know what I am looking for.’ The lateral thinker says: ‘I am looking but I won’t know what I am looking for until I have found it.’
EDWARD DE BONO

Finding Philosophy Thinking
Our existing thinking habits are excellent, just as the rear wheels of a motor car are excellent, but not enough.
EDWARD DE BONO

Enough Excellence Existence Habit Thinking
Only the human brain can deliberately change perceptions, change patterns, invent concepts and tolerate ambiguity.
EDWARD DE BONO

Brain Change Concept Human Pattern Perception Tolerate
Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see.
EDWARD DE BONO

Analysis Believe Business Data Executive Ideas Mindset Perspective Science Wrong
To be successful you have to be lucky, or a little mad, or very talented, or find yourself in a rapid growth field.
EDWARD DE BONO

Feild Growth Mad Success Talent
There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.
EDWARD DE BONO

Creativity Doubt Forever Human Important Progress Repeat Resource
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
Argument is meant to reveal the truth, not to create it.
EDWARD DE BONO

Argument Creation Reveal Truth Yourself
The music that really turns me on is either running toward God or away from God. Both recognize the pivot, that God is at the center of the jaunt.
EDWARD DE BONO

God Music Recognition Run
The purpose of science is not to analyze or describe but to make useful models of the world. A model is useful if it allows us to get use out of it.
EDWARD DE BONO

Allow Analysis Description Purpose Science
Intelligence is something we are born with. Thinking is a skill that must be learned.
EDWARD DE BONO

Born Intelligence Learning Skill Thinking
We need creativity in order to break free from the temporary structures that have been set up by a particular sequence of experience.
EDWARD DE BONO

Break Creativity Experience Freedom Need Order Temporary
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need

Simplicity before understanding is simplistic; simplicity after understanding is simple.

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Simplicity before understanding is simplistic; simplicity after understanding is simple.

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