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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

My thinking was taught to tribes in South Africa like the Zulus and Xhosas. At the time there were about 210 fights breaking out among them every month, but after they listened to my lessons, this fell to just four.
EDWARD DE BONO

Fight Lesson Listening Teaching Thinking Time
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
Once a new idea springs into existence, it cannot be unthought. There is a sense of immortality in a new idea.
EDWARD DE BONO

Existence Ideas Immortal Spring
Complexity means distracted effort. Simplicity means focused effort.
EDWARD DE BONO

Complex Distraction Effort Simplicity
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
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
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
Argument is meant to reveal the truth, not to create it.
EDWARD DE BONO

Argument Creation Reveal Truth Yourself
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
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
Creativity makes life more fun and more interesting.
EDWARD DE BONO

Creativity Fun Interest Life
We may have a perfectly adequate way of doing something, but that does not mean there cannot be a better way. So we set out to find an alternative way. This is the basis of any improvement that is not fault correction or problem solving.
EDWARD DE BONO

Better Improvement Perfection Problem Solve Way
The music that really turns me on is either running toward God or away from God. Both recognize the pivot, that God is at the center of the jaunt.
EDWARD DE BONO

God Music Recognition Run
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
To be successful you have to be lucky, or a little mad, or very talented, or find yourself in a rapid growth field.
EDWARD DE BONO

Feild Growth Mad Success Talent

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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