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I’m a very loyal and unreliable friend.

Edward de Bono

Creativity is a great motivator because it mades people interested in what they are doing.
EDWARD DE BONO

Creativity Greatness Interest Motivational People
Most of the mistakes in thinking are inadequacies of perception rather than mistakes of logic.
EDWARD DE BONO

Logic Mistake Thinking
Man owes his success to his creativity. No one doubts the need for it. It is most useful in good times and essential in bad.
EDWARD DE BONO

Bad Creativity Doubt Essential Man Need Success
You hold onto religion, you know, rules, regulations, traditions. I think what God is interested in is people’s hearts, and that’s hard enough.
EDWARD DE BONO

Enough Hard Heart Hold People Religion Rule Tradition
In a sense, words are encyclopedias of ignorance because they freeze perceptions at one moment in history and then insist we continue to use these frozen perceptions when we should be doing better.
EDWARD DE BONO

Better Ignorance Moments Oneself Word
The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Car Drive Power Separate
The image that concerns most people is the reflection they see in other people’s minds.
EDWARD DE BONO

Image Mindset People Reflection
It has always surprised me how little attention philosophers have paid to humor, since it is a more significant process of mind than reason. Reason can only sort out perceptions, but the humor process is involved in changing them.
EDWARD DE BONO

Attention Change Humor Mindset Paid Philosophy Reason Surprise
I’m a very loyal and unreliable friend.
EDWARD DE BONO

Friendship Loyalty Myself
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
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’s always amazed me how little attention philosophers, psychologists, or anyone else actually has paid to humor.
EDWARD DE BONO

Amazing Attention Humor Pay
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
Logic will never change emotion or perception.
EDWARD DE BONO

Change Emotion Logic Perception
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 vertical thinker says: ‘I know what I am looking for.’ The lateral thinker says: ‘I am looking but I won’t know what I am looking for until I have found it.’
EDWARD DE BONO

Finding Philosophy Thinking
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
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
One very important aspect of motivation is the willingness to stop and to look at things that no one else has bothered to look at. This simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Aspect Creativity Important Motivational Powerful Source Willing
The awful thing is that you can never be aware of what you are not aware of.
EDWARD DE BONO

Aware Awful Yourself
Opportunity ideas do not lie around waiting to be discovered. Such ideas need to be produced.
EDWARD DE BONO

Discover Ideas Lying Need Opportunity Production
The quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality Thinking
Creativity involves breaking out of established patterns in order to look at things in a different way.
EDWARD DE BONO

Creativity Different Establishment Order Pattern Way
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
Studies have shown that 90% of error in thinking is due to error in perception. If you can change your perception, you can change your emotion and this can lead to new ideas.
EDWARD DE BONO

Change Error Ideas Leadership Mistake Perception Study
Some people drift along like a cork on a river, feeling that they cannot do anything except drift, moment to moment. This is an attitude of mind. Everyone can be constructive even in tiny ways.
EDWARD DE BONO

Attitude Construction Exception Moments People
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

I’m a very loyal and unreliable friend.

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I’m a very loyal and unreliable friend.

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