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People should realize we’re jerks just like them.

Edward de Bono

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
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
In a sense, words are encyclopedias of ignorance because they freeze perceptions at one moment in history and then insist we continue to use these frozen perceptions when we should be doing better.
EDWARD DE BONO

Better Ignorance Moments Oneself Word
You can analyse the past, but you need to design the future. That is the difference between suffering the future and enjoying it.
EDWARD DE BONO

Design Difference Enjoyment Future Need Past Suffering Yourself
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
Some people drift along like a cork on a river, feeling that they cannot do anything except drift, moment to moment. This is an attitude of mind. Everyone can be constructive even in tiny ways.
EDWARD DE BONO

Attitude Construction Exception Moments People
I do a great deal of work with young children, and if you give a child a problem, he may come up with a highly original solution, because he doesn’t have the established route to it.
EDWARD DE BONO

Children Deal Establishment Greatness Route Work Young
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
People should realize we’re jerks just like them.
EDWARD DE BONO

People Realize
The winner is the chef who takes the same ingredients as everyone else and produces the best results.
EDWARD DE BONO

Best Chef Ingredient Result Win
Every valuable creative idea must always be logical in hindsight. If it were not, we would never be able to see its value.
EDWARD DE BONO

Creativity Idea Value
The system will always be defended by those countless people who have enough intellect to defend but not quite enough to innovate.
EDWARD DE BONO

Count Defend Enough Innovation People System
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
A discussion should be a genuine attempt to explore a subject rather than a battle between competing egos.
EDWARD DE BONO

Attempt Complete Discussion Ego Explore Genuine Subject
A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.
EDWARD DE BONO

Character Discover Ideas Intuition Solution

People should realize we’re jerks just like them.

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People should realize we’re jerks just like them.

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