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An idea that is developed and put into action is more important than an idea that exists only as an idea.

Edward de Bono

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
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
It’s not enough to rage against the lie.. you’ve got to replace it with the truth.
EDWARD DE BONO

Enough Lying Replacement Truth
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
Creativity gives hope that there can be a worthwhile idea.
EDWARD DE BONO

Creativity Hope Idea Worth
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
Western traditions of education have emphasized knowledge analysis, description and debate. They all have a part to play, but today there is a whole vast aspect of doing that has just been left out. Operacy is what keeps society going.
EDWARD DE BONO

Analysis Debate Description Education Society Tradition
It is well known that “problem avoidance” is an important part of problem solving. Instead of solving the problem you go upstream and alter the system so that the problem does not occur in the first place.
EDWARD DE BONO

Avoidance Important Place Problem System
An idea that is developed and put into action is more important than an idea that exists only as an idea.
EDWARD DE BONO

Development Existence Ideas
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
The purpose of science is not to analyze or describe but to make useful models of the world. A model is useful if it allows us to get use out of it.
EDWARD DE BONO

Allow Analysis Description Purpose Science
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
A good design is not a democratic consensus.
EDWARD DE BONO

Democracy Goodness One Liner
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

An idea that is developed and put into action is more important than an idea that exists only as an idea.

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An idea that is developed and put into action is more important than an idea that exists only as an idea.

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