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Happiness is for those who don’t really need it. So I can live without happiness.

Edward de Bono

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
To develop thinking as a skill, it should be deliberate, focused, confident, and enjoyable.
EDWARD DE BONO

Confidence Development Enjoyment Skills
There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.
EDWARD DE BONO

Creativity Doubt Forever Human Important Progress Repeat Resource
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
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
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
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Creativity Focus Powerful Process Simplicity Source
The need to be right all the time is the biggest bar to new ideas.
EDWARD DE BONO

Ideas Need Right Time
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
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself
The winner is the chef who takes the same ingredients as everyone else and produces the best results.
EDWARD DE BONO

Best Chef Ingredient Result Win
When the story of these times gets written, we want it to say that we did all we could, and it was more than anyone could have imagined.
EDWARD DE BONO

Imagination Story Time Writing
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
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

Happiness is for those who don’t really need it. So I can live without happiness.

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Happiness is for those who don’t really need it. So I can live without happiness.

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Popular Authors

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