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What the joke displays is a switch in perception. This is important in changing the way we think.

Edward de Bono

They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.
EDWARD DE BONO

Creativity Enjoyment Ideas Thinking
In the future, instead of striving to be right at a high cost, it will be more appropriate to be flexible and plural at a lower cost. If you cannot accurately predict the future then you must flexibly be prepared to deal with various possible futures.
EDWARD DE BONO

Future Possible Preparation Strive
If you never change your mind, why have one?
EDWARD DE BONO

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

Design Judgement Seek
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
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
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
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
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
The purpose of art is to reflect new emerging values and to define the new heroes and heroines so that people can absorb them into their perceptions.
EDWARD DE BONO

Absorb Art Perception Purpose Reflection Value
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
Creativity gives the possibility of some sort of achievement to everyone.
EDWARD DE BONO

Achievement Creativity Possible
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
Possibilities play a much bigger role in thinking than most people believe. Without possibilities you cannot make progress.
EDWARD DE BONO

Play Possible Progress Thinking
Dealing with complexity is an inefficient and unnecessary waste of time, attention and mental energy. There is never any justification for things being complex when they could be simple.
EDWARD DE BONO

Attention Deal Mental Energy Necessary Simplicity Time
Although feelings are not supposed to intrude on business discussions, they do anyway – we just disguise them as logic.
EDWARD DE BONO

Business Discussion Feeling Logic

What the joke displays is a switch in perception. This is important in changing the way we think.

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What the joke displays is a switch in perception. This is important in changing the way we think.

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