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You can’t dig a different hole by digging the same one deeper.

Edward de Bono

They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.
EDWARD DE BONO

Creativity Enjoyment Ideas 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
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
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner
The image that concerns most people is the reflection they see in other people’s minds.
EDWARD DE BONO

Image Mindset People Reflection
Sometimes the situation is only a problem because it is looked at in a certain way. Looked at in another way, the right course of action may be so obvious that the problem no longer exists.
EDWARD DE BONO

Action Problem Situation Time Way
Child mortality since 2000 is down by 2.65 million a year. That’s a rate of 7,256 children’s lives saved each day. It drives me nuts that most people don’t seem to know this news.
EDWARD DE BONO

Children Live News People
Language is the biggest barrier to human progress because language is an encyclopedia of ignorance. Old perceptions are frozen into language and force us to look at the world in an old fashioned way.
EDWARD DE BONO

Fashion Human Language Progress Way
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
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 good listener is very nearly as attractive as a good talker. You cannot have a beautiful mind if you do not know how to listen.
EDWARD DE BONO

Attraction Beautiful Goodness Listening Love Yourself
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
We need both information and thinking. Information is no substitute for thinking and thinking is no substitute for information.
EDWARD DE BONO

Information Need Substitute Thinking
The awful thing is that you can never be aware of what you are not aware of.
EDWARD DE BONO

Aware Awful Yourself
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
As competition intensifies, the need for creative thinking increases. It is no longer enough to do the same thing better . . . no longer enough to be efficient and solve problems.
EDWARD DE BONO

Better Competition Creativity Intense Need Problem Solve

You can’t dig a different hole by digging the same one deeper.

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You can’t dig a different hole by digging the same one deeper.

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