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

Edward de Bono

The purpose of science is not to analyze or describe but to make useful models of the world. A model is useful if it allows us to get use out of it.
EDWARD DE BONO

Allow Analysis Description Purpose Science
The solid wealth of insurance companies and the success of those who organsie gambling are some indication of the profits to be derived from the efficient use of chance.
EDWARD DE BONO

Chance Company Insurance Solid Wealth
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
There’s a danger in the internet and social media. The notion that information is enough, that more and more information is enough, that you don’t have to think, you just have to get more information – gets very dangerous.
EDWARD DE BONO

Dangerous Information Social Media Thinking Yourself
Creativity involves breaking out of established patterns in order to look at things in a different way.
EDWARD DE BONO

Creativity Different Establishment Order Pattern Way
Language is the biggest barrier to human progress because language is an encyclopedia of ignorance. Old perceptions are frozen into language and force us to look at the world in an old fashioned way.
EDWARD DE BONO

Fashion Human Language Progress Way
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
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
Opportunity ideas do not lie around waiting to be discovered. Such ideas need to be produced.
EDWARD DE BONO

Discover Ideas Lying Need Opportunity Production
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
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
I’m tired of dreaming. I’m into doing at the moment. It’s, like, let’s only have goals that we can go after.
EDWARD DE BONO

Dreams Goal Moments
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
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
Creativity is a great motivator because it mades people interested in what they are doing.
EDWARD DE BONO

Creativity Greatness Interest Motivational People

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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