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Companies that solely focus on competition will ultimately die. Those that focus on value creation will thrive.

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Company Competition Death Focus Thrive Ultimate

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Many highly intelligent people are poor thinkers. Many people of average intelligence are skilled thinkers. The power of a car is separate from the way the car is driven.
EDWARD DE BONO

Drive Intelligence People Poor 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
Creative thinking – in terms of idea creativity – is not a mystical talent. It is a skill that can be practised and nurtured.
EDWARD DE BONO

Creativity Ideas Nurture Practice Talent Thinking
You cannot look in a new direction by looking harder in the same direction.
EDWARD DE BONO

Direction Hard Yourself
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 quality of our thinking will determine the quality of our future.
EDWARD DE BONO

Determination Future Ourselves Quality 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
I’m a very loyal and unreliable friend.
EDWARD DE BONO

Friendship Loyalty Myself
Complexity means distracted effort. Simplicity means focused effort.
EDWARD DE BONO

Complex Distraction Effort Simplicity
The mind can only see what it is prepared to see.
EDWARD DE BONO

Mindset Preparation See
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
Humor is by far the most significant activity of the human brain.
EDWARD DE BONO

Activity Brain Human Humor
You can analyse the past, but you need to design the future. That is the difference between suffering the future and enjoying it.
EDWARD DE BONO

Design Difference Enjoyment Future Need Past Suffering Yourself
I know it aches, how your heart it breaks. You can only take so much. Walk on.
EDWARD DE BONO

Heart Hurt Known Myself Pain Walk
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
The effective thinker treats arrogance as the major sin of thinking.
EDWARD DE BONO

Arrogant Effect Sin Thinking Treat

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