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

Edward de Bono

A characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.
EDWARD DE BONO

Character Discover Ideas Intuition Solution
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 purpose of science is not to analyze or describe but to make useful models of the world. A model is useful if it allows us to get use out of it.
EDWARD DE BONO

Allow Analysis Description Purpose Science
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
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
Mock the devil, and he will flee from thee.
EDWARD DE BONO

Devil Run
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
The solid wealth of insurance companies and the success of those who organsie gambling are some indication of the profits to be derived from the efficient use of chance.
EDWARD DE BONO

Chance Company Insurance Solid Wealth
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 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
We may need to solve problems not by removing the cause but by designing the way forward even if the cause remains in place.
EDWARD DE BONO

Place Problem Remove Solve
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
The simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
EDWARD DE BONO

Creativity Focus Powerful Process Simplicity Source
Complexity creates confusion, simplicity focus.
EDWARD DE BONO

Complex Creation Creativity Focus Simplicity
It is well known that “problem avoidance” is an important part of problem solving. Instead of solving the problem you go upstream and alter the system so that the problem does not occur in the first place.
EDWARD DE BONO

Avoidance Important Place Problem System
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

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

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

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