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

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
Unhappiness is best defined as the difference between our talents and our expectations.
EDWARD DE BONO

Best Definition Expectation Happiness Ourselves Talent
A good design is not a democratic consensus.
EDWARD DE BONO

Democracy Goodness One Liner
Studies have shown that 90% of error in thinking is due to error in perception. If you can change your perception, you can change your emotion and this can lead to new ideas.
EDWARD DE BONO

Change Error Ideas Leadership Mistake Perception Study
Many highly intelligent people are poor thinkers. Many people of average intelligence are skilled thinkers. The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Drive Intelligence People Poor Thinking
Man owes his success to his creativity. No one doubts the need for it. It is most useful in good times and essential in bad.
EDWARD DE BONO

Bad Creativity Doubt Essential Man Need Success
The image that concerns most people is the reflection they see in other people’s minds.
EDWARD DE BONO

Image Mindset People Reflection
The awful thing is that you can never be aware of what you are not aware of.
EDWARD DE BONO

Aware Awful Yourself
Creativity gives the possibility of some sort of achievement to everyone.
EDWARD DE BONO

Achievement Creativity Possible
The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Car Drive Power Separate
Creative thinking – in terms of idea creativity – is not a mystical talent. It is a skill that can be practised and nurtured.
EDWARD DE BONO

Creativity Ideas Nurture Practice Talent 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
If you do not design the future, someone or something else will design it for you.
EDWARD DE BONO

Design Future Yourself
Language is the biggest barrier to human progress because language is an encyclopedia of ignorance. Old perceptions are frozen into language and force us to look at the world in an old fashioned way.
EDWARD DE BONO

Fashion Human Language Progress Way
There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.
EDWARD DE BONO

Creativity Doubt Forever Human Important Progress Repeat Resource
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
What the joke displays is a switch in perception. This is important in changing the way we think.
EDWARD DE BONO

Change Display Important Joke Perception Thinking
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
Maybe the social value of truth is as a destination – so long as we do not assume we have arrived there.
EDWARD DE BONO

Arrival Destination Social Truth Value
Some people drift along like a cork on a river, feeling that they cannot do anything except drift, moment to moment. This is an attitude of mind. Everyone can be constructive even in tiny ways.
EDWARD DE BONO

Attitude Construction Exception Moments People
I think school is a place where thinking should be taught.
EDWARD DE BONO

Education School Teaching Thinking
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
Creativity and lateral thinking have exactly the same basis as humour.
EDWARD DE BONO

Basis Creativity Thinking
Possibilities play a much bigger role in thinking than most people believe. Without possibilities you cannot make progress.
EDWARD DE BONO

Play Possible Progress Thinking
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
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself

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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