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

Edward de Bono

The image that concerns most people is the reflection they see in other people’s minds.
EDWARD DE BONO

Image Mindset People Reflection
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
A good design is not a democratic consensus.
EDWARD DE BONO

Democracy Goodness One Liner
Creative thinking is not a talent, it is a skill that can be learned. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and, where appropriate, profits.
EDWARD DE BONO

Creative Empowerment Learning People Production Profit Skills Thinking
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
It has always surprised me how little attention philosophers have paid to humor, since it is a more significant process of mind than reason. Reason can only sort out perceptions, but the humor process is involved in changing them.
EDWARD DE BONO

Attention Change Humor Mindset Paid Philosophy Reason Surprise
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
It is better to have enough ideas for some of them to be wrong, than to be always right by having no ideas at all.
EDWARD DE BONO

Better Enough Ideas Right Wrong
You can analyse the past, but you have to design the future.
EDWARD DE BONO

Analysis Design Future Past Yourself
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
You can analyse the past, but you need to design the future. That is the difference between suffering the future and enjoying it.
EDWARD DE BONO

Design Difference Enjoyment Future Need Past Suffering Yourself
Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity
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
A memory is what is left when something happens and does not completely unhappen.
EDWARD DE BONO

Complete Memories
Teaching thinking for just five hours to unemployed youngsters increased employment 500 percent.
EDWARD DE BONO

Employment Teaching 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
People should realize we’re jerks just like them.
EDWARD DE BONO

People Realize
Only the human brain can deliberately change perceptions, change patterns, invent concepts and tolerate ambiguity.
EDWARD DE BONO

Brain Change Concept Human Pattern Perception Tolerate
My thinking was taught to tribes in South Africa like the Zulus and Xhosas. At the time there were about 210 fights breaking out among them every month, but after they listened to my lessons, this fell to just four.
EDWARD DE BONO

Fight Lesson Listening Teaching Thinking Time
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
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
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
Most executives, many scientists, and almost all business school graduates believe that if you analyze data, this will give you new ideas. Unfortunately, this belief is totally wrong. The mind can only see what it is prepared to see.
EDWARD DE BONO

Analysis Believe Business Data Executive Ideas Mindset Perspective Science Wrong
They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.
EDWARD DE BONO

Creativity Enjoyment Ideas Thinking
If you do not design the future, someone or something else will design it for you.
EDWARD DE BONO

Design Future Yourself
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

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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