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Creativity makes life more fun and more interesting.

Edward de Bono

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
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
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
Simplicity before understanding is simplistic; simplicity after understanding is simple.
EDWARD DE BONO

Simplicity Understand
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
I think there is a danger with young people of being dependent in the sense that they don’t acquire any identity or self-image of themselves as thinkers.
EDWARD DE BONO

Dangerous Identity Image People Thinking Young
Once a new idea springs into existence, it cannot be unthought. There is a sense of immortality in a new idea.
EDWARD DE BONO

Existence Ideas Immortal Spring
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
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
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
Dealing with complexity is an inefficient and unnecessary waste of time, attention and mental energy. There is never any justification for things being complex when they could be simple.
EDWARD DE BONO

Attention Deal Mental Energy Necessary Simplicity Time
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
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
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life

Creativity makes life more fun and more interesting.

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Creativity makes life more fun and more interesting.

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