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The image that concerns most people is the reflection they see in other people’s minds.

Edward de Bono

We need both information and thinking. Information is no substitute for thinking and thinking is no substitute for information.
EDWARD DE BONO

Information Need Substitute Thinking
The Church has its problems, but the older I get, the more comfort I find there.
EDWARD DE BONO

Comfort Finding Myself Old Problem
One very important aspect of motivation is the willingness to stop and to look at things that no one else has bothered to look at. This simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Aspect Creativity Important Motivational Powerful Source Willing
Lateral thinking is the process of using information to bring about creativity and insight restructuring. Lateral thinking can be learned, practised and used. It is possible to acquire skill in it just as it is possible to acquire skill in mathematics.
EDWARD DE BONO

Creativity Information Mathematics Process Thinking
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
The purpose of art is to reflect new emerging values and to define the new heroes and heroines so that people can absorb them into their perceptions.
EDWARD DE BONO

Absorb Art Perception Purpose Reflection Value
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
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
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
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
Creativity gives hope that there can be a worthwhile idea.
EDWARD DE BONO

Creativity Hope Idea Worth
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
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
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
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
Once a new idea springs into existence, it cannot be unthought. There is a sense of immortality in a new idea.
EDWARD DE BONO

Existence Ideas Immortal Spring

The image that concerns most people is the reflection they see in other people’s minds.

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The image that concerns most people is the reflection they see in other people’s minds.

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