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An idea that is developed and put into action is more important than an idea that exists only as an idea.

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
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception
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 analyse the past, but you have to design the future.
EDWARD DE BONO

Analysis Design Future Past Yourself
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 analysis of data will not by itself produce new ideas.
EDWARD DE BONO

Analysis Data Ideas Production
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
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
People should realize we’re jerks just like them.
EDWARD DE BONO

People Realize
A myth is a fixed way of looking at the world which cannot be destroyed because, looked at through the myth, all evidence supports the myth.
EDWARD DE BONO

Destroy Evidence Support Way World
It is well known that “problem avoidance” is an important part of problem solving. Instead of solving the problem you go upstream and alter the system so that the problem does not occur in the first place.
EDWARD DE BONO

Avoidance Important Place Problem System
The need to be right all the time is the biggest bar to new ideas.
EDWARD DE BONO

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

Design Judgement Seek
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

An idea that is developed and put into action is more important than an idea that exists only as an idea.

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An idea that is developed and put into action is more important than an idea that exists only as an idea.

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