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The analysis of data will not by itself produce new ideas.

Edward de Bono

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
Man owes his success to his creativity. No one doubts the need for it. It is most useful in good times and essential in bad.
EDWARD DE BONO

Bad Creativity Doubt Essential Man Need Success
My thinking was taught to tribes in South Africa like the Zulus and Xhosas. At the time there were about 210 fights breaking out among them every month, but after they listened to my lessons, this fell to just four.
EDWARD DE BONO

Fight Lesson Listening Teaching Thinking Time
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
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
One very important aspect of motivation is the willingness to stop and to look at things that no one else has bothered to look at. This simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Aspect Creativity Important Motivational Powerful Source Willing
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
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
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
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
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
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
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

The analysis of data will not by itself produce new ideas.

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The analysis of data will not by itself produce new ideas.

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