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Complexity creates confusion, simplicity focus.

Edward de Bono

They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.
EDWARD DE BONO

Creativity Enjoyment Ideas Thinking
The system will always be defended by those countless people who have enough intellect to defend but not quite enough to innovate.
EDWARD DE BONO

Count Defend Enough Innovation People System
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 effective thinker treats arrogance as the major sin of thinking.
EDWARD DE BONO

Arrogant Effect Sin Thinking Treat
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
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
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
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
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
In a sense, words are encyclopedias of ignorance because they freeze perceptions at one moment in history and then insist we continue to use these frozen perceptions when we should be doing better.
EDWARD DE BONO

Better Ignorance Moments Oneself Word
The vertical thinker says: ‘I know what I am looking for.’ The lateral thinker says: ‘I am looking but I won’t know what I am looking for until I have found it.’
EDWARD DE BONO

Finding Philosophy Thinking
People should realize we’re jerks just like them.
EDWARD DE BONO

People Realize
Removing the faults in a stage-coach may produce a perfect stage-coach, but it is unlikely to produce the first motor car.
EDWARD DE BONO

Car Mistake Production Remove
It’s not enough to rage against the lie.. you’ve got to replace it with the truth.
EDWARD DE BONO

Enough Lying Replacement Truth
Argument is meant to reveal the truth, not to create it.
EDWARD DE BONO

Argument Creation Reveal Truth Yourself

Complexity creates confusion, simplicity focus.

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Complexity creates confusion, simplicity focus.

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