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Complexity means distracted effort. Simplicity means focused effort.

Edward de Bono

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
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
Creative thinking is not a talent, it is a skill that can be learned. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and, where appropriate, profits.
EDWARD DE BONO

Creative Empowerment Learning People Production Profit Skills Thinking
America is not just a country, it’s an idea.
EDWARD DE BONO

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

Design Judgement Seek
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
A good design is not a democratic consensus.
EDWARD DE BONO

Democracy Goodness One Liner
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
The solid wealth of insurance companies and the success of those who organsie gambling are some indication of the profits to be derived from the efficient use of chance.
EDWARD DE BONO

Chance Company Insurance Solid Wealth
Child mortality since 2000 is down by 2.65 million a year. That’s a rate of 7,256 children’s lives saved each day. It drives me nuts that most people don’t seem to know this news.
EDWARD DE BONO

Children Live News People
The Church has its problems, but the older I get, the more comfort I find there.
EDWARD DE BONO

Comfort Finding Myself Old Problem
A question is a polite way of demanding something.
EDWARD DE BONO

Demand Polite Question
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
Intelligence is something we are born with. Thinking is a skill that must be learned.
EDWARD DE BONO

Born Intelligence Learning Skill Thinking

Complexity means distracted effort. Simplicity means focused effort.

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Complexity means distracted effort. Simplicity means focused effort.

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