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You cannot look in a new direction by looking harder in the same direction.

Edward de Bono

We do not make very full value of the opportunities provided by technology because we prefer critical to constructive thinking, argument to design.
EDWARD DE BONO

Argument Criticism Design Opportunity Technology Value
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
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
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
Creativity is a great motivator because it mades people interested in what they are doing.
EDWARD DE BONO

Creativity Greatness Interest Motivational People
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
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
What the joke displays is a switch in perception. This is important in changing the way we think.
EDWARD DE BONO

Change Display Important Joke Perception Thinking
A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.
EDWARD DE BONO

Character Discover Ideas Intuition Solution
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
In the future, instead of striving to be right at a high cost, it will be more appropriate to be flexible and plural at a lower cost. If you cannot accurately predict the future then you must flexibly be prepared to deal with various possible futures.
EDWARD DE BONO

Future Possible Preparation Strive
Studies have shown that 90% of error in thinking is due to error in perception. If you can change your perception, you can change your emotion and this can lead to new ideas.
EDWARD DE BONO

Change Error Ideas Leadership Mistake Perception Study
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
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
Complexity means distracted effort. Simplicity means focused effort.
EDWARD DE BONO

Complex Distraction Effort Simplicity
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality

You cannot look in a new direction by looking harder in the same direction.

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You cannot look in a new direction by looking harder in the same direction.

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