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What is urgent will always take precedence over what is important.

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
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
We need creativity in order to break free from the temporary structures that have been set up by a particular sequence of experience.
EDWARD DE BONO

Break Creativity Experience Freedom Need Order Temporary
Sometimes the situation is only a problem because it is looked at in a certain subjective, negative, ungrateful way.
EDWARD DE BONO

Gratitude Problem Situation Time Way
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner
This new meta-system is very much in favor of the self, but a self that is based on a proper sense of dignity, not on an inflated ego. A person who dare not admit he is wrong inflates his ego but weakens his self.
EDWARD DE BONO

Dignity Himself Proper System Weakness Wrong
If you do not design the future, someone or something else will design it for you.
EDWARD DE BONO

Design Future Yourself
The mind can only see what it is prepared to see.
EDWARD DE BONO

Mindset Preparation See
Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.
EDWARD DE BONO

Company Competition Death Focus Thrive Ultimate
To be successful you have to be lucky, or a little mad, or very talented, or find yourself in a rapid growth field.
EDWARD DE BONO

Feild Growth Mad Success Talent
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
Do we have the will to make poverty history?
EDWARD DE BONO

History Poverty Willing Yourself
Our existing thinking habits are excellent, just as the rear wheels of a motor car are excellent, but not enough.
EDWARD DE BONO

Enough Excellence Existence Habit Thinking
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
Traditional thinking is all about “what is” Future thinking will also need to be about what can be.
EDWARD DE BONO

Future Thinking Traditional Willing
A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.
EDWARD DE BONO

Character Discover Ideas Intuition Solution

What is urgent will always take precedence over what is important.

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What is urgent will always take precedence over what is important.

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