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Simplicity before understanding is simplistic; simplicity after understanding is simple.

Edward de Bono

Dealing with complexity is an inefficient and unnecessary waste of time, attention and mental energy. There is never any justification for things being complex when they could be simple.
EDWARD DE BONO

Attention Deal Mental Energy Necessary Simplicity Time
Creative thinking – in terms of idea creativity – is not a mystical talent. It is a skill that can be practised and nurtured.
EDWARD DE BONO

Creativity Ideas Nurture Practice Talent Thinking
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
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
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
Thinking is the ultimate human resource. Yet we can never be satisfied with our most important skill. No matter how good we become, we should always want to be better.
EDWARD DE BONO

Better Goodness Human Resource Thinking Ultimate
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
A myth is a fixed way of looking at the world which cannot be destroyed because, looked at through the myth, all evidence supports the myth.
EDWARD DE BONO

Destroy Evidence Support Way World
To deal with future we have to deal with possibilities. Analysis will only tell us what is.
EDWARD DE BONO

Analysis Deal Future Possible
Simplicity before understanding is simplistic; simplicity after understanding is simple.
EDWARD DE BONO

Simplicity Understand
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
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
Child mortality since 2000 is down by 2.65 million a year. That’s a rate of 7,256 children’s lives saved each day. It drives me nuts that most people don’t seem to know this news.
EDWARD DE BONO

Children Live News People
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
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

Simplicity before understanding is simplistic; simplicity after understanding is simple.

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Simplicity before understanding is simplistic; simplicity after understanding is simple.

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