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The awful thing is that you can never be aware of what you are not aware of.

Edward de Bono

A myth is a fixed way of looking at the world which cannot be destroyed because, looked at through the myth, all evidence supports the myth.
EDWARD DE BONO

Destroy Evidence Support Way World
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
It’s always amazed me how little attention philosophers, psychologists, or anyone else actually has paid to humor.
EDWARD DE BONO

Amazing Attention Humor Pay
Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity
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
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
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
On trade, our hypocrisy is at its most appalling. Trade reform isn’t about charity, it’s about justice, and this campaign, Trade Justice is an unstoppable idea.
EDWARD DE BONO

Charity Hypocrisy Idea Justice Stop Trade
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 solid wealth of insurance companies and the success of those who organsie gambling are some indication of the profits to be derived from the efficient use of chance.
EDWARD DE BONO

Chance Company Insurance Solid Wealth
America is not just a country, it’s an idea.
EDWARD DE BONO

Country Idea One Liner
Simplicity before understanding is simplistic; simplicity after understanding is simple.
EDWARD DE BONO

Simplicity Understand
Opportunity ideas do not lie around waiting to be discovered. Such ideas need to be produced.
EDWARD DE BONO

Discover Ideas Lying Need Opportunity Production
Most people are put off science because maths is the gateway and they can’t handle it. What we should be teaching is operational maths because, in general, the maths we need to carry out science is pretty straightforward.
EDWARD DE BONO

Operational People Science Teaching
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
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 awful thing is that you can never be aware of what you are not aware of.

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The awful thing is that you can never be aware of what you are not aware of.

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