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Argument is meant to reveal the truth, not to create it.

Edward de Bono

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
Sometimes the situation is only a problem because it is looked at in a certain subjective, negative, ungrateful way.
EDWARD DE BONO

Gratitude Problem Situation Time Way
The vertical thinker says: ‘I know what I am looking for.’ The lateral thinker says: ‘I am looking but I won’t know what I am looking for until I have found it.’
EDWARD DE BONO

Finding Philosophy Thinking
A memory is what is left when something happens and does not completely unhappen.
EDWARD DE BONO

Complete Memories
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
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
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
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
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
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 effective thinker treats arrogance as the major sin of thinking.
EDWARD DE BONO

Arrogant Effect Sin Thinking Treat
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
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
This new meta-system is very much in favor of the self, but a self that is based on a proper sense of dignity, not on an inflated ego. A person who dare not admit he is wrong inflates his ego but weakens his self.
EDWARD DE BONO

Dignity Himself Proper System Weakness Wrong

Argument is meant to reveal the truth, not to create it.

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Argument is meant to reveal the truth, not to create it.

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