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In the art world, creativity involves aesthetic sensibility, emotional resonance and a gift for expression.

Edward de Bono

It has always surprised me how little attention philosophers have paid to humor, since it is a more significant process of mind than reason. Reason can only sort out perceptions, but the humor process is involved in changing them.
EDWARD DE BONO

Attention Change Humor Mindset Paid Philosophy Reason Surprise
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
The effective thinker treats arrogance as the major sin of thinking.
EDWARD DE BONO

Arrogant Effect Sin Thinking Treat
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
The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Car Drive Power Separate
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself
It is well known that “problem avoidance” is an important part of problem solving. Instead of solving the problem you go upstream and alter the system so that the problem does not occur in the first place.
EDWARD DE BONO

Avoidance Important Place Problem System
Most people are put off science because maths is the gateway and they can’t handle it. What we should be teaching is operational maths because, in general, the maths we need to carry out science is pretty straightforward.
EDWARD DE BONO

Operational People Science Teaching
A memory is what is left when something happens and does not completely unhappen.
EDWARD DE BONO

Complete Memories
We do not make very full value of the opportunities provided by technology because we prefer critical to constructive thinking, argument to design.
EDWARD DE BONO

Argument Criticism Design Opportunity Technology 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
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
The mind can only see what it is prepared to see.
EDWARD DE BONO

Mindset Preparation See
There is no doubt that creativity is the most important human resource of all.
EDWARD DE BONO

Creativity Doubt Human Resource
A discussion should be a genuine attempt to explore a subject rather than a battle between competing egos.
EDWARD DE BONO

Attempt Complete Discussion Ego Explore Genuine Subject
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

In the art world, creativity involves aesthetic sensibility, emotional resonance and a gift for expression.

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In the art world, creativity involves aesthetic sensibility, emotional resonance and a gift for expression.

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