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

Edward de Bono

Removing the faults in a stage-coach may produce a perfect stage-coach, but it is unlikely to produce the first motor car.
EDWARD DE BONO

Car Mistake Production Remove
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
A good listener is very nearly as attractive as a good talker. You cannot have a beautiful mind if you do not know how to listen.
EDWARD DE BONO

Attraction Beautiful Goodness Listening Love Yourself
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner
Argument is meant to reveal the truth, not to create it.
EDWARD DE BONO

Argument Creation Reveal Truth 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
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
Sometimes the situation is only a problem because it is looked at in a certain way. Looked at in another way, the right course of action may be so obvious that the problem no longer exists.
EDWARD DE BONO

Action Problem Situation Time Way
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
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
Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity
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 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
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
The concept of logical thinking is selection and this is brought about by the processes of acceptance and rejection. Rejection is the basis of logical thinking.
EDWARD DE BONO

Acceptance Concept Logic Rejection Selection Thinking

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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