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The analysis of data will not by itself produce new ideas.

Edward de Bono

In the future, instead of striving to be right at a high cost, it will be more appropriate to be flexible and plural at a lower cost. If you cannot accurately predict the future then you must flexibly be prepared to deal with various possible futures.
EDWARD DE BONO

Future Possible Preparation Strive
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
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
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
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
In the art world, creativity involves aesthetic sensibility, emotional resonance and a gift for expression.
EDWARD DE BONO

Aesthetic Art Criteria Emotional Expression Reason World
I think school is a place where thinking should be taught.
EDWARD DE BONO

Education School Teaching Thinking
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
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
Thinking is the ultimate human resource. Yet we can never be satisfied with our most important skill. No matter how good we become, we should always want to be better.
EDWARD DE BONO

Better Goodness Human Resource Thinking Ultimate
The music that really turns me on is either running toward God or away from God. Both recognize the pivot, that God is at the center of the jaunt.
EDWARD DE BONO

God Music Recognition Run
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 dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
The need to be right all the time is the biggest bar to new ideas.
EDWARD DE BONO

Ideas Need Right Time
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
My thinking was taught to tribes in South Africa like the Zulus and Xhosas. At the time there were about 210 fights breaking out among them every month, but after they listened to my lessons, this fell to just four.
EDWARD DE BONO

Fight Lesson Listening Teaching Thinking Time

The analysis of data will not by itself produce new ideas.

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The analysis of data will not by itself produce new ideas.

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