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Creativity involves breaking out of established patterns in order to look at things in a different way.

Edward de Bono

There’s a danger in the internet and social media. The notion that information is enough, that more and more information is enough, that you don’t have to think, you just have to get more information – gets very dangerous.
EDWARD DE BONO

Dangerous Information Social Media Thinking 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
It is historical continuity that maintains most assumptions, not repeated assessment of their validity.
EDWARD DE BONO

Assume History Maintain Repeat Valid
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
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
There is no doubt that creativity is the most important human resource of all.
EDWARD DE BONO

Creativity Doubt Human Resource
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception
Creativity gives the possibility of some sort of achievement to everyone.
EDWARD DE BONO

Achievement Creativity Possible
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
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
Sometimes the situation is only a problem because it is looked at in a certain way. Looked at in another way, the right course of action may be so obvious that the problem no longer exists.
EDWARD DE BONO

Action Problem Situation Time Way
We do not make very full value of the opportunities provided by technology because we prefer critical to constructive thinking, argument to design.
EDWARD DE BONO

Argument Criticism Design Opportunity Technology Value
If you wait for opportunities to occur, you will be one of the crowd.
EDWARD DE BONO

Crowd Opportunity Wait Willing
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
To deal with future we have to deal with possibilities. Analysis will only tell us what is.
EDWARD DE BONO

Analysis Deal Future Possible
Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once. No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement.
EDWARD DE BONO

Beyond Doubt Improvement Right Sacred Way

Creativity involves breaking out of established patterns in order to look at things in a different way.

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Creativity involves breaking out of established patterns in order to look at things in a different way.

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