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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

Simplicity before understanding is simplistic; simplicity after understanding is simple.
EDWARD DE BONO

Simplicity Understand
Language is the biggest barrier to human progress because language is an encyclopedia of ignorance. Old perceptions are frozen into language and force us to look at the world in an old fashioned way.
EDWARD DE BONO

Fashion Human Language Progress Way
Creativity gives hope that there can be a worthwhile idea.
EDWARD DE BONO

Creativity Hope Idea Worth
The winner is the chef who takes the same ingredients as everyone else and produces the best results.
EDWARD DE BONO

Best Chef Ingredient Result Win
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
You hold onto religion, you know, rules, regulations, traditions. I think what God is interested in is people’s hearts, and that’s hard enough.
EDWARD DE BONO

Enough Hard Heart Hold People Religion Rule Tradition
The need to be right all the time is the biggest bar to new ideas.
EDWARD DE BONO

Ideas Need Right Time
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
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
Creativity makes life more fun and more interesting.
EDWARD DE BONO

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

Different Hole Oneself
There is no doubt that creativity is the most important human resource of all. Without creativity, there would be no progress, and we would be forever repeating the same patterns.
EDWARD DE BONO

Creativity Doubt Forever Human Important Progress Repeat Resource
Lateral thinking is the process of using information to bring about creativity and insight restructuring. Lateral thinking can be learned, practised and used. It is possible to acquire skill in it just as it is possible to acquire skill in mathematics.
EDWARD DE BONO

Creativity Information Mathematics Process Thinking
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
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

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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