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Creativity makes life more fun and more interesting.

Edward de Bono

An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.
EDWARD DE BONO

Attention Expert Ignorance Judgement Pay Success
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
Simplicity before understanding is simplistic; simplicity after understanding is simple.
EDWARD DE BONO

Simplicity Understand
In a sense, words are encyclopedias of ignorance because they freeze perceptions at one moment in history and then insist we continue to use these frozen perceptions when we should be doing better.
EDWARD DE BONO

Better Ignorance Moments Oneself Word
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
The system will always be defended by those countless people who have enough intellect to defend but not quite enough to innovate.
EDWARD DE BONO

Count Defend Enough Innovation People System
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
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
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
Creativity gives hope that there can be a worthwhile idea.
EDWARD DE BONO

Creativity Hope Idea Worth
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
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
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
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 music that really turns me on is either running toward God or away from God. Both recognize the pivot, that God is at the center of the jaunt.
EDWARD DE BONO

God Music Recognition Run

Creativity makes life more fun and more interesting.

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Creativity makes life more fun and more interesting.

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