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The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.

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Creativity Focus Powerful Process Simplicity Source

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

In the art world, creativity involves aesthetic sensibility, emotional resonance and a gift for expression.
EDWARD DE BONO

Aesthetic Art Criteria Emotional Expression Reason World
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner
The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Car Drive Power Separate
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
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 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
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
I’m a very loyal and unreliable friend.
EDWARD DE BONO

Friendship Loyalty Myself
Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see.
EDWARD DE BONO

Analysis Believe Business Data Executive Ideas Mindset Perspective Science Wrong
You can analyse the past, but you have to design the future.
EDWARD DE BONO

Analysis Design Future Past Yourself
A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.
EDWARD DE BONO

Character Discover Ideas Intuition Solution
The awful thing is that you can never be aware of what you are not aware of.
EDWARD DE BONO

Aware Awful 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
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
Removing the faults in a stage-coach may produce a perfect stage-coach, but it is unlikely to produce the first motor car.
EDWARD DE BONO

Car Mistake Production Remove
Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity

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