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Perception is real even when it is not reality.

Edward de Bono

We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.
EDWARD DE BONO

Attention Expert Ignorance Judgement Pay Success
The need to be right all the time is the biggest bar to new ideas.
EDWARD DE BONO

Ideas Need Right Time
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
You hold onto religion, you know, rules, regulations, traditions. I think what God is interested in is people’s hearts, and that’s hard enough.
EDWARD DE BONO

Enough Hard Heart Hold People Religion Rule Tradition
When the story of these times gets written, we want it to say that we did all we could, and it was more than anyone could have imagined.
EDWARD DE BONO

Imagination Story Time Writing
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
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
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
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
Humor is probably the most significant characteristics of the human mind. Far more significant than reason. In fact, reason is actually a very cheap commodity.
EDWARD DE BONO

Cheap Human Humor Mindset Reason
The concept of logical thinking is selection and this is brought about by the processes of acceptance and rejection. Rejection is the basis of logical thinking.
EDWARD DE BONO

Acceptance Concept Logic Rejection Selection 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
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
Do we have the will to make poverty history?
EDWARD DE BONO

History Poverty Willing Yourself
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

Perception is real even when it is not reality.

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Perception is real even when it is not reality.

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