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Creativity can be learned like basketball, which does not mean we will all be NBA stars.

Edward de Bono

On trade, our hypocrisy is at its most appalling. Trade reform isn’t about charity, it’s about justice, and this campaign, Trade Justice is an unstoppable idea.
EDWARD DE BONO

Charity Hypocrisy Idea Justice Stop Trade
Our existing thinking habits are excellent, just as the rear wheels of a motor car are excellent, but not enough.
EDWARD DE BONO

Enough Excellence Existence Habit Thinking
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
Complexity means distracted effort. Simplicity means focused effort.
EDWARD DE BONO

Complex Distraction Effort Simplicity
I think school is a place where thinking should be taught.
EDWARD DE BONO

Education School Teaching Thinking
Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.
EDWARD DE BONO

Company Competition Death Focus Thrive Ultimate
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
Although feelings are not supposed to intrude on business discussions, they do anyway – we just disguise them as logic.
EDWARD DE BONO

Business Discussion Feeling Logic
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
Only the human brain can deliberately change perceptions, change patterns, invent concepts and tolerate ambiguity.
EDWARD DE BONO

Brain Change Concept Human Pattern Perception Tolerate
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
I’m a very loyal and unreliable friend.
EDWARD DE BONO

Friendship Loyalty Myself
I think there is a danger with young people of being dependent in the sense that they don’t acquire any identity or self-image of themselves as thinkers.
EDWARD DE BONO

Dangerous Identity Image People Thinking Young
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
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
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

Creativity can be learned like basketball, which does not mean we will all be NBA stars.

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Creativity can be learned like basketball, which does not mean we will all be NBA stars.

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