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I’m a very loyal and unreliable friend.

Edward de Bono

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

Creativity Fun Interest Life
It is better to have enough ideas for some of them to be wrong, than to be always right by having no ideas at all.
EDWARD DE BONO

Better Enough Ideas Right Wrong
Simplicity before understanding is simplistic; simplicity after understanding is simple.
EDWARD DE BONO

Simplicity Understand
Intelligence is something we are born with. Thinking is a skill that must be learned.
EDWARD DE BONO

Born Intelligence Learning Skill Thinking
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
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
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
There’s a danger in the internet and social media. The notion that information is enough, that more and more information is enough, that you don’t have to think, you just have to get more information – gets very dangerous.
EDWARD DE BONO

Dangerous Information Social Media Thinking Yourself
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
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
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
Creativity gives hope that there can be a worthwhile idea.
EDWARD DE BONO

Creativity Hope Idea Worth
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

I’m a very loyal and unreliable friend.

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I’m a very loyal and unreliable friend.

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