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

The winner is the chef who takes the same ingredients as everyone else and produces the best results.

Only the human brain can deliberately change perceptions, change patterns, invent concepts and tolerate ambiguity.

Creativity gives the possibility of some sort of achievement to everyone.

You cannot dig a hole in a different place by digging the same hole deeper.

Unhappiness is best defined as the difference between our talents and our expectations.

If you wait for opportunities to occur, you will be one of the crowd.

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.

Many highly intelligent people are poor thinkers. Many people of average intelligence are skilled thinkers. The power of a car is separate from the way the car is driven.

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.

Effectiveness without values is a tool without a purpose.

Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.

You can’t dig a different hole by digging the same one deeper.

When the story of these times gets written, we want it to say that we did all we could, and it was more than anyone could have imagined.

Man owes his success to his creativity. No one doubts the need for it. It is most useful in good times and essential in bad.

Creativity is a great motivator because it mades people interested in what they are doing.

Our existing thinking habits are excellent, just as the rear wheels of a motor car are excellent, but not enough.

When we’re deluded there’s a world to escape. When we’re aware, there’s nothing to escape.

One of the few blessings of living in an age of anxiety is that we are forced to become aware of ourselves.

One must remember equality, yet also be aware of difference, for if the people are allowed to act as it pleases them without coming up against displeasure, if one gives rein to its desires without setting [any] limit, it becomes confused and can no longer take delight in anything.

Nice creepy reptile,” Frank said, very aware of the driftwood in his coat pocket. “Nice poisonous, fire-breathing reptile.

It’s not easy to live every moment wholly aware of death. It’s like trying to stare the sun in the face: you can stand only so much of it. Because we cannot live frozen in fear, we generate methods to soften death’s terror.

I have been aware all the time that my peoples, spread far and wide throughout every continent and ocean in the world, were united to support me in the task to which I have now been dedicated with such solemnity.

There’s nothing that makes you so aware of the improvisation of human existence as a song unfinished. Or an old address book.

The cocktail filled him with a whirling exhilaration behind which he was aware of devastating desires-to rush places in fast motors, to kiss girls, to sing, to be witty. … He perceived that he had gifts of profligacy which had been neglected. -chapter 8