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I’m a very loyal and unreliable friend.

Edward de Bono

Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
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
When the story of these times gets written, we want it to say that we did all we could, and it was more than anyone could have imagined.
EDWARD DE BONO

Imagination Story Time Writing
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
You can analyse the past, but you have to design the future.
EDWARD DE BONO

Analysis Design Future Past Yourself
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
I’m tired of dreaming. I’m into doing at the moment. It’s, like, let’s only have goals that we can go after.
EDWARD DE BONO

Dreams Goal Moments
Creativity and lateral thinking have exactly the same basis as humour.
EDWARD DE BONO

Basis Creativity Thinking
The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Creativity Focus Powerful Process Simplicity Source
The system will always be defended by those countless people who have enough intellect to defend but not quite enough to innovate.
EDWARD DE BONO

Count Defend Enough Innovation People System
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
Traditional thinking is all about “what is” Future thinking will also need to be about what can be.
EDWARD DE BONO

Future Thinking Traditional Willing
An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.
EDWARD DE BONO

Attention Expert Ignorance Judgement Pay Success
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner
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
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself

I’m a very loyal and unreliable friend.

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I’m a very loyal and unreliable friend.

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