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

Edward de Bono

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
I’m a very loyal and unreliable friend.
EDWARD DE BONO

Friendship Loyalty Myself
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.
EDWARD DE BONO

Better Competition Creativity Intense Need Problem Solve
This new meta-system is very much in favor of the self, but a self that is based on a proper sense of dignity, not on an inflated ego. A person who dare not admit he is wrong inflates his ego but weakens his self.
EDWARD DE BONO

Dignity Himself Proper System Weakness Wrong
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
Dealing with complexity is an inefficient and unnecessary waste of time, attention and mental energy. There is never any justification for things being complex when they could be simple.
EDWARD DE BONO

Attention Deal Mental Energy Necessary Simplicity Time
People should realize we’re jerks just like them.
EDWARD DE BONO

People Realize
A question is a polite way of demanding something.
EDWARD DE BONO

Demand Polite Question
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
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself
Asking a question is the simplest way of focusing thinking asking the right question may be the most important part of thinking.
EDWARD DE BONO

Focus Important Question Simplicity Way
A good design is not a democratic consensus.
EDWARD DE BONO

Democracy Goodness One Liner
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
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
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
You can’t dig a different hole by digging the same one deeper.
EDWARD DE BONO

Different Hole Oneself

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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