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

Edward de Bono

Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
It’s always amazed me how little attention philosophers, psychologists, or anyone else actually has paid to humor.
EDWARD DE BONO

Amazing Attention Humor Pay
It is better to have enough ideas for some of them to be wrong, than to be always right by having no ideas at all.
EDWARD DE BONO

Better Enough Ideas Right Wrong
The need to be right all the time is the biggest bar to new ideas.
EDWARD DE BONO

Ideas Need Right Time
An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.
EDWARD DE BONO

Attention Expert Ignorance Judgement Pay Success
The effective thinker treats arrogance as the major sin of thinking.
EDWARD DE BONO

Arrogant Effect Sin Thinking Treat
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
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
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
Although feelings are not supposed to intrude on business discussions, they do anyway – we just disguise them as logic.
EDWARD DE BONO

Business Discussion Feeling Logic
To deal with future we have to deal with possibilities. Analysis will only tell us what is.
EDWARD DE BONO

Analysis Deal Future Possible
To me, a faith in Jesus Christ that is not aligned with the poor it’s nothing.
EDWARD DE BONO

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

Achievement Creativity Possible
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception
The Church has its problems, but the older I get, the more comfort I find there.
EDWARD DE BONO

Comfort Finding Myself Old Problem

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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