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Complexity means distracted effort. Simplicity means focused effort.

Edward de Bono

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.
EDWARD DE BONO

Imagination Story Time Writing
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.
EDWARD DE BONO

Bad Creativity Doubt Essential Man Need Success
Creativity is a great motivator because it mades people interested in what they are doing.
EDWARD DE BONO

Creativity Greatness Interest Motivational People
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself
Our existing thinking habits are excellent, just as the rear wheels of a motor car are excellent, but not enough.
EDWARD DE BONO

Enough Excellence Existence Habit Thinking
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality
One very important aspect of motivation is the willingness to stop and to look at things that no one else has bothered to look at. This simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Aspect Creativity Important Motivational Powerful Source Willing
I’m a very loyal and unreliable friend.
EDWARD DE BONO

Friendship Loyalty Myself
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
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
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
In the future, instead of striving to be right at a high cost, it will be more appropriate to be flexible and plural at a lower cost. If you cannot accurately predict the future then you must flexibly be prepared to deal with various possible futures.
EDWARD DE BONO

Future Possible Preparation Strive
Possibilities play a much bigger role in thinking than most people believe. Without possibilities you cannot make progress.
EDWARD DE BONO

Play Possible Progress Thinking
Unhappiness is best defined as the difference between our talents and our expectations.
EDWARD DE BONO

Best Definition Expectation Happiness Ourselves Talent
Do we have the will to make poverty history?
EDWARD DE BONO

History Poverty Willing Yourself
Some people drift along like a cork on a river, feeling that they cannot do anything except drift, moment to moment. This is an attitude of mind. Everyone can be constructive even in tiny ways.
EDWARD DE BONO

Attitude Construction Exception Moments People

Complexity means distracted effort. Simplicity means focused effort.

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Complexity means distracted effort. Simplicity means focused effort.

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