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

Edward de Bono

Creativity gives the possibility of some sort of achievement to everyone.
EDWARD DE BONO

Achievement Creativity Possible
If you do not design the future, someone or something else will design it for you.
EDWARD DE BONO

Design Future Yourself
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
Humor is probably the most significant characteristics of the human mind. Far more significant than reason. In fact, reason is actually a very cheap commodity.
EDWARD DE BONO

Cheap Human Humor Mindset Reason
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
Traditional thinking is all about “what is” Future thinking will also need to be about what can be.
EDWARD DE BONO

Future Thinking Traditional Willing
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
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
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
We may have a perfectly adequate way of doing something, but that does not mean there cannot be a better way. So we set out to find an alternative way. This is the basis of any improvement that is not fault correction or problem solving.
EDWARD DE BONO

Better Improvement Perfection Problem Solve Way
The effective thinker treats arrogance as the major sin of thinking.
EDWARD DE BONO

Arrogant Effect Sin Thinking Treat
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
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
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
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
Creativity and lateral thinking have exactly the same basis as humour.
EDWARD DE BONO

Basis Creativity Thinking

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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