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The winner is the chef who takes the same ingredients as everyone else and produces the best results.

Edward de Bono

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
Argument is meant to reveal the truth, not to create it.
EDWARD DE BONO

Argument Creation Reveal Truth Yourself
Asking a question is the simplest way of focusing thinking asking the right question may be the most important part of thinking.
EDWARD DE BONO

Focus Important Question Simplicity Way
The mind can only see what it is prepared to see.
EDWARD DE BONO

Mindset Preparation See
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
Creativity is a great motivator because it mades people interested in what they are doing.
EDWARD DE BONO

Creativity Greatness Interest Motivational People
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
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
Lateral thinking is the process of using information to bring about creativity and insight restructuring. Lateral thinking can be learned, practised and used. It is possible to acquire skill in it just as it is possible to acquire skill in mathematics.
EDWARD DE BONO

Creativity Information Mathematics Process Thinking
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
It has always surprised me how little attention philosophers have paid to humor, since it is a more significant process of mind than reason. Reason can only sort out perceptions, but the humor process is involved in changing them.
EDWARD DE BONO

Attention Change Humor Mindset Paid Philosophy Reason Surprise
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
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
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
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
We need creativity in order to break free from the temporary structures that have been set up by a particular sequence of experience.
EDWARD DE BONO

Break Creativity Experience Freedom Need Order Temporary

The winner is the chef who takes the same ingredients as everyone else and produces the best results.

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The winner is the chef who takes the same ingredients as everyone else and produces the best results.

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