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You cannot dig a hole in a different place by digging the same hole deeper.

Edward de Bono

To be successful you have to be lucky, or a little mad, or very talented, or find yourself in a rapid growth field.
EDWARD DE BONO

Feild Growth Mad Success Talent
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
Do we have the will to make poverty history?
EDWARD DE BONO

History Poverty Willing Yourself
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
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
The purpose of art is to reflect new emerging values and to define the new heroes and heroines so that people can absorb them into their perceptions.
EDWARD DE BONO

Absorb Art Perception Purpose Reflection Value
To deal with future we have to deal with possibilities. Analysis will only tell us what is.
EDWARD DE BONO

Analysis Deal Future Possible
In a sense, words are encyclopedias of ignorance because they freeze perceptions at one moment in history and then insist we continue to use these frozen perceptions when we should be doing better.
EDWARD DE BONO

Better Ignorance Moments Oneself Word
You can analyse the past, but you need to design the future. That is the difference between suffering the future and enjoying it.
EDWARD DE BONO

Design Difference Enjoyment Future Need Past Suffering Yourself
Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once. No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement.
EDWARD DE BONO

Beyond Doubt Improvement Right Sacred Way
A question is a polite way of demanding something.
EDWARD DE BONO

Demand Polite Question
The music that really turns me on is either running toward God or away from God. Both recognize the pivot, that God is at the center of the jaunt.
EDWARD DE BONO

God Music Recognition Run
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
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking

You cannot dig a hole in a different place by digging the same hole deeper.

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You cannot dig a hole in a different place by digging the same hole deeper.

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