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A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.

Edward de Bono

We may need to solve problems not by removing the cause but by designing the way forward even if the cause remains in place.
EDWARD DE BONO

Place Problem Remove Solve
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
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
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
A good listener is very nearly as attractive as a good talker. You cannot have a beautiful mind if you do not know how to listen.
EDWARD DE BONO

Attraction Beautiful Goodness Listening Love Yourself
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
I know it aches, how your heart it breaks. You can only take so much. Walk on.
EDWARD DE BONO

Heart Hurt Known Myself Pain Walk
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
Every valuable creative idea must always be logical in hindsight. If it were not, we would never be able to see its value.
EDWARD DE BONO

Creativity Idea Value
The purpose of art is to reflect new emerging values and to define the new heroes and heroines so that people can absorb them into their perceptions.
EDWARD DE BONO

Absorb Art Perception Purpose Reflection Value
Creativity involves breaking out of established patterns in order to look at things in a different way.
EDWARD DE BONO

Creativity Different Establishment Order Pattern Way
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
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
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
Maybe the social value of truth is as a destination – so long as we do not assume we have arrived there.
EDWARD DE BONO

Arrival Destination Social Truth Value
The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Creativity Focus Powerful Process Simplicity Source

A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.

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A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.

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