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Humor is by far the most significant activity of the human brain.

Edward de Bono

On trade, our hypocrisy is at its most appalling. Trade reform isn’t about charity, it’s about justice, and this campaign, Trade Justice is an unstoppable idea.
EDWARD DE BONO

Charity Hypocrisy Idea Justice Stop Trade
There’s a danger in the internet and social media. The notion that information is enough, that more and more information is enough, that you don’t have to think, you just have to get more information – gets very dangerous.
EDWARD DE BONO

Dangerous Information Social Media Thinking Yourself
We do not make very full value of the opportunities provided by technology because we prefer critical to constructive thinking, argument to design.
EDWARD DE BONO

Argument Criticism Design Opportunity Technology Value
Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once. No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement.
EDWARD DE BONO

Beyond Doubt Improvement Right Sacred Way
Lateral thinking is the process of using information to bring about creativity and insight restructuring. Lateral thinking can be learned, practised and used. It is possible to acquire skill in it just as it is possible to acquire skill in mathematics.
EDWARD DE BONO

Creativity Information Mathematics Process Thinking
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
Asking a question is the simplest way of focusing thinking asking the right question may be the most important part of thinking.
EDWARD DE BONO

Focus Important Question Simplicity Way
If you do not design the future, someone or something else will design it for you.
EDWARD DE BONO

Design Future Yourself
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
I’m tired of dreaming. I’m into doing at the moment. It’s, like, let’s only have goals that we can go after.
EDWARD DE BONO

Dreams Goal Moments
Studies have shown that 90% of error in thinking is due to error in perception. If you can change your perception, you can change your emotion and this can lead to new ideas.
EDWARD DE BONO

Change Error Ideas Leadership Mistake Perception Study
We need both information and thinking. Information is no substitute for thinking and thinking is no substitute for information.
EDWARD DE BONO

Information Need Substitute Thinking
Unhappiness is best defined as the difference between our talents and our expectations.
EDWARD DE BONO

Best Definition Expectation Happiness Ourselves Talent
Opportunity ideas do not lie around waiting to be discovered. Such ideas need to be produced.
EDWARD DE BONO

Discover Ideas Lying Need Opportunity Production
We may have a perfectly adequate way of doing something, but that does not mean there cannot be a better way. So we set out to find an alternative way. This is the basis of any improvement that is not fault correction or problem solving.
EDWARD DE BONO

Better Improvement Perfection Problem Solve Way
Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.
EDWARD DE BONO

Company Competition Death Focus Thrive Ultimate

Humor is by far the most significant activity of the human brain.

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Humor is by far the most significant activity of the human brain.

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