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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

Although feelings are not supposed to intrude on business discussions, they do anyway – we just disguise them as logic.
EDWARD DE BONO

Business Discussion Feeling Logic
We need both information and thinking. Information is no substitute for thinking and thinking is no substitute for information.
EDWARD DE BONO

Information Need Substitute Thinking
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
A discussion should be a genuine attempt to explore a subject rather than a battle between competing egos.
EDWARD DE BONO

Attempt Complete Discussion Ego Explore Genuine Subject
A myth is a fixed way of looking at the world which cannot be destroyed because, looked at through the myth, all evidence supports the myth.
EDWARD DE BONO

Destroy Evidence Support Way World
Only the human brain can deliberately change perceptions, change patterns, invent concepts and tolerate ambiguity.
EDWARD DE BONO

Brain Change Concept Human Pattern Perception Tolerate
Effectiveness without values is a tool without a purpose.
EDWARD DE BONO

Effect Purpose Tools Value
Perception is real even when it is not reality.
EDWARD DE BONO

One Liner Perception Reality
On trade, our hypocrisy is at its most appalling. Trade reform isn’t about charity, it’s about justice, and this campaign, Trade Justice is an unstoppable idea.
EDWARD DE BONO

Charity Hypocrisy Idea Justice Stop Trade
A question is a polite way of demanding something.
EDWARD DE BONO

Demand Polite Question
You cannot dig a hole in a different place by digging the same hole deeper.
EDWARD DE BONO

Different Hole Place Yourself
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
To deal with future we have to deal with possibilities. Analysis will only tell us what is.
EDWARD DE BONO

Analysis Deal Future Possible
Do we have the will to make poverty history?
EDWARD DE BONO

History Poverty Willing Yourself
A good listener is very nearly as attractive as a good talker. You cannot have a beautiful mind if you do not know how to listen.
EDWARD DE BONO

Attraction Beautiful Goodness Listening Love Yourself
If you never change your mind, why have one?
EDWARD DE BONO

Change Mindset Oneself Yourself

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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