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The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.

Edward de Bono

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

Effect Purpose Tools Value
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
A memory is what is left when something happens and does not completely unhappen.
EDWARD DE BONO

Complete Memories
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.
EDWARD DE BONO

Attention Expert Ignorance Judgement Pay Success
The image that concerns most people is the reflection they see in other people’s minds.
EDWARD DE BONO

Image Mindset People Reflection
Teaching thinking for just five hours to unemployed youngsters increased employment 500 percent.
EDWARD DE BONO

Employment Teaching Thinking
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality
The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Car Drive Power Separate
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
What is urgent will always take precedence over what is important.
EDWARD DE BONO

Important Urgent
Argument is meant to reveal the truth, not to create it.
EDWARD DE BONO

Argument Creation Reveal Truth Yourself
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
Traditional thinking is all about “what is” Future thinking will also need to be about what can be.
EDWARD DE BONO

Future Thinking Traditional Willing

The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.

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The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.

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