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You can’t dig a different hole by digging the same one deeper.

Edward de Bono

We do not make very full value of the opportunities provided by technology because we prefer critical to constructive thinking, argument to design.
EDWARD DE BONO

Argument Criticism Design Opportunity Technology Value
What the joke displays is a switch in perception. This is important in changing the way we think.
EDWARD DE BONO

Change Display Important Joke Perception Thinking
We still seek to solve conflicts with ‘judgement’ instead of designing the way forwards.
EDWARD DE BONO

Design Judgement Seek
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
Creativity can be learned like basketball, which does not mean we will all be NBA stars.
EDWARD DE BONO

Creativity Learning Level
They enjoy thinking. They enjoy being creative. They enjoy having ideas. Most people do not enjoy thinking at all.
EDWARD DE BONO

Creativity Enjoyment Ideas Thinking
We need creativity in order to break free from the temporary structures that have been set up by a particular sequence of experience.
EDWARD DE BONO

Break Creativity Experience Freedom Need Order Temporary
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
Unhappiness is best defined as the difference between our talents and our expectations.
EDWARD DE BONO

Best Definition Expectation Happiness Ourselves Talent
Most people are put off science because maths is the gateway and they can’t handle it. What we should be teaching is operational maths because, in general, the maths we need to carry out science is pretty straightforward.
EDWARD DE BONO

Operational People Science Teaching
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 characteristic of intuitive solutions and new ideas is that of being obvious once they are discovered.
EDWARD DE BONO

Character Discover Ideas Intuition Solution
We may have a perfectly adequate way of doing something, but that does not mean there cannot be a better way. So we set out to find an alternative way. This is the basis of any improvement that is not fault correction or problem solving.
EDWARD DE BONO

Better Improvement Perfection Problem Solve Way
Creativity and lateral thinking have exactly the same basis as humour.
EDWARD DE BONO

Basis Creativity Thinking
Don’t criticise a hypothesis, come up with a better one.
EDWARD DE BONO

Better Criticism Oneself
The awful thing is that you can never be aware of what you are not aware of.
EDWARD DE BONO

Aware Awful Yourself

You can’t dig a different hole by digging the same one deeper.

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You can’t dig a different hole by digging the same one deeper.

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