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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

Child mortality since 2000 is down by 2.65 million a year. That’s a rate of 7,256 children’s lives saved each day. It drives me nuts that most people don’t seem to know this news.
EDWARD DE BONO

Children Live News People
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
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
Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity
Every valuable creative idea must always be logical in hindsight. If it were not, we would never be able to see its value.
EDWARD DE BONO

Creativity Idea Value
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality
Our existing thinking habits are excellent, just as the rear wheels of a motor car are excellent, but not enough.
EDWARD DE BONO

Enough Excellence Existence Habit Thinking
Do we have the will to make poverty history?
EDWARD DE BONO

History Poverty Willing Yourself
Complexity means distracted effort. Simplicity means focused effort.
EDWARD DE BONO

Complex Distraction Effort Simplicity
A question is a polite way of demanding something.
EDWARD DE BONO

Demand Polite Question
Creativity and lateral thinking have exactly the same basis as humour.
EDWARD DE BONO

Basis Creativity Thinking
Creative thinking – in terms of idea creativity – is not a mystical talent. It is a skill that can be practised and nurtured.
EDWARD DE BONO

Creativity Ideas Nurture Practice Talent Thinking
Teaching thinking for just five hours to unemployed youngsters increased employment 500 percent.
EDWARD DE BONO

Employment Teaching Thinking
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
Creativity gives the possibility of some sort of achievement to everyone.
EDWARD DE BONO

Achievement Creativity Possible
A memory is what is left when something happens and does not completely unhappen.
EDWARD DE BONO

Complete Memories

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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