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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

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
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
Possibilities play a much bigger role in thinking than most people believe. Without possibilities you cannot make progress.
EDWARD DE BONO

Play Possible Progress Thinking
Happiness is for those who don’t really need it. So I can live without happiness.
EDWARD DE BONO

Happiness Live Myself Need
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
Creative thinking is not a talent, it is a skill that can be learned. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and, where appropriate, profits.
EDWARD DE BONO

Creative Empowerment Learning People Production Profit Skills Thinking
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
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
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
The purpose of art is to reflect new emerging values and to define the new heroes and heroines so that people can absorb them into their perceptions.
EDWARD DE BONO

Absorb Art Perception Purpose Reflection Value
I do a great deal of work with young children, and if you give a child a problem, he may come up with a highly original solution, because he doesn’t have the established route to it.
EDWARD DE BONO

Children Deal Establishment Greatness Route Work Young
The system will always be defended by those countless people who have enough intellect to defend but not quite enough to innovate.
EDWARD DE BONO

Count Defend Enough Innovation People System
It’s always amazed me how little attention philosophers, psychologists, or anyone else actually has paid to humor.
EDWARD DE BONO

Amazing Attention Humor Pay
Sometimes the situation is only a problem because it is looked at in a certain subjective, negative, ungrateful way.
EDWARD DE BONO

Gratitude Problem Situation Time Way
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

An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.

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An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.

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Popular Authors

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